AP3EC2-Consumer Attitudes

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Autumn term module
Pre-requisites: AP2EC1 Consumer Behaviour
Non-modular pre-requisites:
Modules excluded:
Module version for: 2017/8

Module Convenor: Dr Giuseppe Nocella

Email: g.nocella@reading.ac.uk

Summary module description:

The key objective of this module is to provide students with a basic understanding of attitudes, how they are formed, modified, measured, and applied in studies aimed at exploring contemporary consumer issues. Theory and practice in the computer lab using multivariate selected statistical techniques will broaden students’ knowledge and research skills, providing them with a scientific background for related disciplines in the area of consumer science (consumer behaviour, consumer policy and consumer research methods) and insights for marketing decisions taking into account attitudes and attitude change.

Assessable learning outcomes:
Students will be able to recognise and describe what attitudes are, how they can serve different goals or psychological needs, and why they are so central to our social life. They will be able to identify the structure and strength of attitudes, the role of information and the influence of other external sources in the formation of attitudes.
Students will appreciate the role of persuasion (the dual processing model) and the influence of attitudes on behaviour (Fishbein model, Theory of Reasoned action, Theory of Planned Behaviour, Theory of Trying). Further, they will be able to measure attitudes under the umbrella of expectancy value models and to interpret and discuss outputs of empirical research.

Additional outcomes:
Students will develop skills both in measuring attitudes employing theoretical frameworks and in applying selected multivariate statistical techniques within a research perspective using SPSS. Students will widen their abilities in data analysis and interpretation of results for use in marketing, political or organisational decisions.

Outline content:
•Basic issues in attitude research
•The measurement of attitudes
•The nature and origin of attitudes
•Attitude change and resistance
•Influence of behaviour on attitudes
•Consequences of attitudes

Brief description of teaching and learning methods:
The module will consist of a series of four two-hour lectures and six one hour lectures followed by a one hour session held in the computer lab. Students will be expected to undertake data analysis and to comment on results, and then complete a written assignment.

Contact hours:
  Autumn Spring Summer
Lectures 14
Practicals classes and workshops 6
Guided independent study 80
Total hours by term 100.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 50
Class test administered by School 50

Other information on summative assessment:
1 Assignment (50%); 1 Test (50%).

Formative assessment methods:

Penalties for late submission:
The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.

  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:

    Requirements for a pass:
    A mark of 40% overall.

    Reassessment arrangements:
    By submission of a new assignment.

    Additional Costs (specified where applicable):
    1) Required text books:
    2) Specialist equipment or materials:
    3) Specialist clothing, footwear or headgear:
    4) Printing and binding:
    5) Computers and devices with a particular specification:
    6) Travel, accommodation and subsistence:

    Last updated: 31 March 2017

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