Building on concepts introduced in year 1, the purpose of this module is to : • Provide students with an introduction to the academic discipline of consumer behaviour • Illustrate how consumer behaviour variables are used in marketing practice • Foster a critical understanding of issues in the fields of consumption, consumer research and consumer culture
Introduction to Consumer Behaviour
n/a
Perception & Consumer Involvement:
Perception; Consumer involvement; Compulsive buying; the buyer decision making process for new products; Differentiation
Consumer Motivation:
Motivation as a psychological force; needs; wants and demands; Goals; positive & negative motivation; rational versus emotional
Personality, Lifestyles and Psycographics:
What is Personality? Research approaches to personality; personality and self-concept; personality and consumer behaviour; Brand personality
Consumer Learning:
Cognitive Learning Theory; Behavioural Theory; Role of Memory in Learning; Measures of Consumer Learning; Forgetting
Consumer Attitude Formation:
What are Attitudes? Attitude formation/change; When attitudes predict behaviour; how Affective Attitudes are Influenced;
Consumer Decision Processes:
Consumer decision making; External search: searching for information from the environment; the Consumer Decision Making process; Models of Consumer Decision Making; Relationship Marketing
Consumer Behaviour and Communication:
Models of Communication; Barriers to Communication; the Changing Face of Marketing Communications; Ethics and Socially Responsible Marketing Communications; Public Relations; Advertising; Design Persuasive Communications
The Influence of Culture, SubCulture & Social Class on Consumer Behavi
Culture; Cultural Influences of Consumer Behaviour; the role of Consumer Goods in a Culture; Sub-culture; Pop Culture; Social Class; Materialism & Symbolism
Organisation, Reference-Group & Family Influences on Consumer Behaviou
Organisational Consumers versus Individual Consumers; Reference Groups; Gender & Sexual Orientation influences on consumer behaviour; Family/Household influences on Consumer Behaviour; Children as Consumers
Module Content & Assessment | |
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Assessment Breakdown | % |
Formal Examination | 50 |
Other Assessment(s) | 50 |