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MN50582: Consumer psychology

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 1
Assessment Summary: CW 30%, EX 70%
Assessment Detail:
  • Essay (CW 0%)
  • Coursework (CW 30%)
  • Examination (EX 70%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
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.

Skills: Intellectual
* 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)

Content: 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.

Programme availability:

MN50582 is a Designated Essential Unit on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
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