This module introduces students to core concepts and theories about consumer behaviour, including individual and organisational perspectives. It is based around understanding the critical application of sociological, economic, socio-psychological and psychological concepts to and theories to consumption.
Indicative topics are:
• Consumer Research Philosophies: What is a consumer?
• Culture: Components of Culture, myths and rituals
• Marketplace cultures
• Dark Consumption and Ethical Consumption
• Personality, Identity and the Self
• Motivational Theories
• Learning Theories
• Organisational Buying Behaviour
Private Study: 128
Contact Hours: 22
Total: 150
Main assessment methods
Group Presentation (20%)
VLE Test - online (20%)
Individual Written Assessment (2000 words) (60%)
Reassessment methods
100% coursework
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate knowledge and understanding of the nature of the consumer and contemporary perspectives of consumer behaviour.
- understand the role of culture, consumer culture and changing social patterns in consumer behaviour.
- understand the contributions that concepts and theories (learning theories, identity and motivational theory) in psychology make to understanding consumer behaviour.
- demonstrate knowledge and understanding of ethical and dark consumption and to develop critical thinking in the field of consumer behaviour.
- demonstrate understanding of organisational decision-making processes
- understand sociological approaches to a variety of individual and collective consumer behaviours.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- demonstrate self-management skills
- exercise personal responsibility and decision-making
- work in interdisciplinary areas
- identify, analyse, and address both academic and practical problems
- communicate effectively to a variety of audiences and/or using a variety of methods.
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