MN5410 Consumer Behaviour and Consumer Insight

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Module description

Influencing and predicting human behaviour requires an understanding of multiple factors operating at individual, social, and situational level. Consumer behaviour is no exception. This module aims to provide a framework for thinking systematically and critically about consumer behaviour. The module introduces the contemporary conception of the consumer by examining key cognitive and social processes and their implications for consumption. The role of human cognition in understanding consumption is fundamental: the way humans learn, store, and recall information about products and brands directly influences consumer decision making and behaviour. Similarly, consumption is a major way for constructing and expressing social identities, and is often influenced by the way individuals relate to others and fit in the broader society. Finally, the situation in which consumption occurs also exerts a powerful influence on consumers. Sources of such situational influence can be proximal, such as store atmospherics, sales, or time pressure, or more distal, such as perceived (in-)stability of the economy. At the end of the module, students will be able to build a holistic understanding of the underpinnings of consumer behaviour and devise programmes for influencing consumers.

Intended learning outcomes

• Identify and explain the factors that influence consumer behaviour at individual, group, and environmental level in a theoretically informed manner;
• Demonstrate how knowledge of consumer behaviour can be applied to marketing;
• Display critical thinking and problem-solving skills in consumer context;
• Effectively work as a team to analyse consumer behaviour issues within a specific context;