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 (Take away paper)

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.


This module is offered on the following courses: