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MN50582: Consumer psychology

Follow this link for further information on academic years Academic Year: 2019/0
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6      [equivalent to 12 CATS credits]
Further information on notional study hours Notional Study Hours: 120
Further information on unit levels Level: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period:
Semester 1
Further information on unit assessment Assessment Summary: CW 30%, EX 70%
Further information on unit assessment Assessment Detail:
  • Essay (CW 0%)
  • Coursework (CW 30%)
  • Examination (EX 70%)
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites:
Further information on descriptions Description: Aims:
The module's aims are twofold. First, Students will learn about different theories, concepts and methods to understand consumer behaviour. This module will specifically focus on the underlying psychological processes of consumption. The theories include both intuitive and counter-intuitive ideas and during the lectures students will see how these theories have been subjected to scientific scrutiny. Second, students will apply and integrate these psychological theories to explain specific types of consumption behaviour.

Learning Outcomes:
Having completed this unit students will be able to:
1. Demonstrate the ability to critically evaluate empirical research and theoretical models in the field.
2. Have an understanding of psychological processes underlying consumer behaviour.
3. Have an increased ability to understand and critically evaluate consumer behaviour in everyday life.

* Ability to engage and demonstrate in critical thinking and evaluation skills (T, F, A)
* Ability to shape, progress and then defend a coherent argument (T, F, A)
* Ability to communicate complex data clearly and precisely (T, F)
* Self-management, time management and team working skills (F)
* Develop the ability to reflect on earlier knowledge and practice and integrate the new with past experience and effectively apply it to present situations (F)
* The facility to communicate and defend ideas (F/A)

Module Outline and introduction in Consumer Behaviour (CB)
Consumer's motivations
Goals and goal-directed CB
Values, identity and lifestyles
Learning and Memory
Consumer's attitudes
Consumer's decision making
Consumer's feeling
Norms and reference groups
Summary and revision.
Further information on programme availabilityProgramme availability:

MN50582 is a Designated Essential Unit on the following programmes:

School of Management