This module provides an introduction to the behaviour of consumers in an international context. The module aims to introduce the student to the study of consumers and consumption. This comprises the individual’s psychological processes, and also the external factors such as group or sociological influence and the cultural dimension. The focus is primarily on the way that these influence consumption behaviour.
The aim of this module is to introduce students to an understanding of both historical and contemporary issues in the fields of consumption, consumer research and consumer culture. Students are encouraged to engage with the theory in a discursive manner and to develop appropriate analytical skills which may be applied to various business and consumer situations
Introduction to Consumer behaviour: Origins and history of consumer behaviour. Society and marketing, consumer behaviour as a field of study. Consumption meaning and symbolism.
Culture and consumption: Culture and Subcultures of Consumption and Advertising: local, European and global culture. Consumption meaning and symbolism. Magic, myths and rituals. Sacred and profane consumption.
The Self: Perspectives on the self. Consumption and the self-concept. Symbolic consumption. Gender and gender roles. Body image. The influence of culture on the self.
Motivation and values: The motivation process. Motivation strength, direction, conflict. Consumer needs. Involvement. Values. The means-end chain. Motivation in context: materialism, lifestyle.
Individual decision making: Consumers as problem solvers. The buying process.
The influence of groups: The sociology of Consumption. Reference groups. Opinion leadership, and word of mouth communication. Social media. Communities and Tribes.
Lectures, video, mini-cases, in-class exercises and group and class discussion are all used to facilitate learning. Throughout the module the students are encouraged to undertake independent reading to supplement and consolidate what is being learnt in class and to broaden their individual knowledge and understanding of the subject.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |