Consumer Behaviour (N1505)

15 credits, Level 5

Autumn teaching

This module is intended to develop your knowledge and understanding of theories and concepts drawn from research in marketing psychology and how these shed light on consumers' motivations and behaviours.

The module examines fundamental processes in consumer behaviour, such as: decision-making, perception, learning, memory, the self, attitudes and persuasion. It also explores the extent to which these processes are influenced by individual, situational, environmental, inter-personal and cultural (sub-cultural) factors.

Through a focus on contemporary issues in consumer behaviour, and the challenges these may pose marketing managers, the module enables you to apply conceptual and theoretical ideas in marketing psychology to analyse, evaluate and improve marketing strategies. You are also encouraged to reflect and critically evaluate their own behaviours as consumers.


33%: Lecture
67%: Practical (Workshop)


30%: Coursework (Group submission (written))
70%: Examination (Unseen examination)

Contact hours and workload

This module is 150 hours of work. This breaks down into 33 hours of contact time and 117 hours of independent study.

This module is running in the academic year 2019/20. We also plan to offer it in future academic years. It may become unavailable due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of such changes to modules at the earliest opportunity.