APME78-Consumer Behaviour: Concepts and Theory

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2019/0

Module Convenor: Ms Sandra Preciado

Email: s.l.preciado@reading.ac.uk

Type of module:

Summary module description:

The students will develop a critical understanding of an integrative approach to consumer behaviour through the study and assessment of models of consumer behaviour; the module will enable students to build an understanding of the effects of personal and environmental influences on consumer behaviour; identify specific issues related to the analysis of consumer behaviour and relate these factors to the development and success of marketing and business and general behaviour strategies. A case study approach will be adopted in the delivery of this course.


The overall aim of this course is to embed critical concepts and theories of Consumer behaviour considering different settings and contexts for their application. This will enable the students to progress confidently through the MSc. 

Assessable learning outcomes:

  • Critical understanding the nature of consumer behaviour

  • Competent application of concepts and theories of consumer in different settings and contexts

  • Recognize the importance of studying consumer behaviour for the effective implementation of the marketing concept

  • Critical evaluation of the models, theories, and concepts of consumer behaviour

Additional outcomes:

  • Development of problem-solving skills

  • Development of teamwork skills

  • Ability to critique different academic concepts and theories.

Outline content:

The students will have the opportunity to develop a broad understanding of consumer behaviour taking a global perspective by ensuring the inclusion of examples and case studies from different industries and countries.

Indicative content:

  • Introduction to consumer behaviour

  • Historical and current perspectives on consumption

  • Consumers and the self

  • The individual view of consumers (personality, goals and aspirations, experiences, interests)

  • Psychological processes (thinking, decision making and involvement; learning and attitudes; exposure, attention and perception)

  • The relational view of consumers (role identities and close others)

  • The collective view of consumers (groups)

  • Culture

  • Contemporary and future debates in consumer behaviour

  • Globalisation vs localisation

  • Consumer culture theory

  • The digital self and consumer behaviour

  • Ethics, corporate social responsibility and sustainability

  • Future trends in consumer behaviour

Brief description of teaching and learning methods:

The above topics will be presented in a of lectures, videos, seminars and discussions. Teaching will incorporate a case study approach that will be covered in a series of seminars.

Contact hours:
  Autumn Spring Summer
Seminars 24
Guided independent study: 176
Total hours by term 200 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written assignment including essay 70
Oral assessment and presentation 30

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

This module will be assessed by written assignment and a presentation.

Formative assessment methods:

Feedback from case studies analysis and discussions will provide the basis for formative assessment.

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Assessment requirements for a pass:

A mark of 50% overall (weighted average of the coursework marks).

Reassessment arrangements:

Re-submission of coursework

Additional Costs (specified where applicable):

Last updated: 10 April 2019


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