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: 2020/1

Module Convenor: Ms Sandra Preciado

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

Type of module:

Summary module description:

Adopt an integrative approach to consumer behaviour through the study and assessment of different models of consumer behaviour. Build a global understanding of the effects of contextual, personal, and socio-cultural influences on consumer behaviour. Gain an insight into the notion of the self as a core concept used to understand consumers and consumption. Identify specific issues related to the analysis of consumer behaviour and relate these factors to the development and success of marketing and business strategies. Learn through engagement with a range of examples and case studies.


The overall aim of this module 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 and gain a contextualised understanding of consumer behaviour.

Assessable learning outcomes:

  • Assessable outcomes

  • critically understand the nature of consumer behavior,

  • utilise and apply concepts and theories of consumer behavior in different settings and contexts,

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

  • and critically evaluate the models, theories, and concepts of consumer behaviour.

Additional outcomes:

  • develop problem-solving skills,

  • creativity and innovativeness,

  • develop teamwork skills,

  • be able to critique different academic concepts and theories,

  • communicating effectively orally and presentation skills,

  • designing, carrying out and reporting on a collaborative research project,

  • and strengthen writing skills.

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

  • Contemporary perspectives on consumer behaviour

  • Consumer behaviour research

  • Sho pping and decision making

  • Self-identity perspectives and the importance of the tripartite view of the self

    • An individual view of consumers

    • Psychological processes and consumer actions (personality, motivation, perception, learning & knowledge, attitudes & behavioural change, consumer satisfaction)

    • The relational view of consumers

    • Role identities an d close others

    • The collective view of consumers

    • Groups theory

  • Culture, consumption meanings and Consumer Culture Theory (CCT)

  • 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 series of lectures, videos, seminars and discussions. Teaching will incorporate examples and a case study approach that will be covered in a series of seminars.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 9
Project Supervision 21
Guided independent study: 150
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 poster 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: 27 July 2020


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