Module BUSI2211: CONSUMER PSYCHOLOGY

Department: Business School (Business)

BUSI2211: CONSUMER PSYCHOLOGY

Prerequisites

• Marketing Principles BUSS1151 OR Marketing Principles BUSI1131

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• To enable students to explore issues around consumer's cognitive and affective responses to various marketing stimuli. The module will therefore assist students in developing a critical knowledge of the central tenets of consumer psychology, together with its implications for marketing practice. It will apply and critically assess a broad range of psychological frameworks in the context of contemporary business practice and the consumer society. Students will be encouraged to engage with research material from both a practical and theoretical perspective and to consider the synthesis of ideas.
• To address analytical, collaborative and action mindsets

Content

• Evolutionary psychology concepts and consumer decision-making
• Psychoanalysis and consumer behaviour
• Learning and behaviour modification
• Motivation
• Self-identity
• Information processing
• Memory and knowledge
• Attitudes
• Models of cognitive decision-making
• Affect-based decision-making
• Influences on consumer behaviour: Personality traits; Values and culture; Social influences and socialisation (group and individual); Situational and environmental influences

Learning Outcomes

• An understanding of the psychology of individual, situational, environmental and cultural (inter-personal) influences on behaviour;
• A critical awareness of the decision-making processes that individuals undertake and the models which seek to interpret this behaviour;
• An appreciation of why and how this understanding of psychology is important for marketing.

• Ability to observe, interpret and demonstrate marketing psychology in action.
• Ability to critically evaluate their own behaviour as consumers.
• Ability to develop and evaluate marketing strategies in the light of marketing psychology theory.
• Ability to consider and develop marketing strategies utilising a detailed understanding of the consumers’ motivations and behaviours.

• Creativity and problem-solving (e.g. by thinking laterally and innovatively)
• Critical thinking
• Active and reflective learning
• Presenting in both the written and oral/visual form
• Group work/teamwork and leadership skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Teaching will be via lectures, discussing the key conceptual and theoretical ideas in marketing psychology. These ideas will be put into practice in group-work, supported by seminars. Strong emphasis is placed on group participation developing the students’ inter-personal and team working skills. Students will be expected to prepare for lectures through identified readings and exercises.
• All students will pursue their personal development by taking part in presentations and group work. Students will be expected to argue and defend their conclusions drawn from research in discussions with the lecturer responsible for the module and their peers.
• Formative assessment is by means of one group presentation. This is to review a psychological theory and propose ways of using it to change specific consumer behaviour. This directly prepares students for the individual written essay which follows the same format, and with respect to exam questions which also explore psychological theories and their application in marketing.
• Summative assessment is by means of one essay and one written examination.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

One group seminar presentation.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University