Consumer Behaviour module (GA41002)
Explores how individuals and markets make decisions. Cover consumer behaviour theories, psychological influences, social processes, and future trends
You will explore consumer behaviour from both micro and macro perspectives.
At the micro level, you will examine how individuals make decisions. You will cover topics including:
- perceptual processes
- attitude theory and behaviour change
- personality
- self
- motivation
- the role of learning and memory
At the macro level, you will explore how groups, social processes, communications, and cultural factors shape patterns of buying behaviour.
The module also addresses contemporary and future trends in consumer behaviour. This will encourage you to reflect critically on your own consumption and its wider impact.
Each three-hour session combines structured teaching with individual and group activities and discussion. This will allow you to develop your analytical and communication skills alongside your subject knowledge.
What you will learn
In this module, you will:
- understand consumer behaviour theories, styles, and models and their relative strengths and weaknesses
- examine the micro-level factors shaping individual decision-making, including perception, attitude, and motivation
- explore the macro-level factors influencing consumption, including groups, social processes, and culture
- analyse current and future trends in consumer behaviour and their implications for business
By the end of this module, you will be able to:
- show a detailed understanding of the factors contributing to both micro and macro views of consumption
- understand patterns of buyer behaviour. You will also understand the social processes that influence them
- critically reflect on your own consumer behaviour and the impact of individual decisions
- apply consumer behaviour theory to real business and marketing contexts
Assignments / assessments
- Consumer Behaviour Diary and Report (100%)
- You will integrate theoretical frameworks with personal observation and critical reflection
This module does not have a final exam.
Teaching methods / timetable
- 3-hour sessions
- These will combine structured teaching with group and individual activities. This will involve a discussion-based exploration of consumer behaviour concepts and case studies
- You will also maintain a reflective diary throughout the module