Consumer Psychology: Theory
Consumer Psychology: Theory 2023-24
School of Psychology & Sport Science
Module - Semester 1
Indicative content may include:
Introduction to Consumer Psychology: Welcome, course outline (including assessments), and what is consumer psychology?
Flavours of Research: How the major research domains within psychology impact upon understanding consumer behaviour
The Motivated Consumer I & II: Motivated choice, changes in motivational state, reward-related learning, implicit influences on behaviour
Brands: From what they are to developing brand loyalty
Advertising: Applying psychological understanding to success within advertising
Attention: Salience, development and enhancement (with a focus on the effects of video gaming)
Decision-making: Emotion or reason?
Global Pandemic: Impact on a Consumer World
Revision session: Preparation for the final exam
-threshold -Threshold would approximate to the D grades:Blogs & Exam: Student provided answers that were largely based on lecture material with little evidence of essential reading. No real development of arguments, critical evaluation or evidence of study beyond the basics (basics = lecture material and essential reading). Structure and organisation of material was adequate, but there were obvious omissions and/or inaccuracies in some of the material presented.
-good -Good would approximate to the B grades:Blogs & Exam: Student provided a comprehensive response. Material was well-organised and well-structured. There was clear evidence of a good understanding of the material, and that a deeper understanding of material presented in lectures had been achieved due to relevant further reading and self-study. There was some evidence of appropriate critical appraisal and discussion, and some evidence of novel synthesis between psychology and the consumer world was presented.
-excellent -Excellent would approximate to the A grades:Blogs & Exam: Student provided a comprehensive and accurate response, with sound clarity of argument and expression. Distinction-level answers evidenced a depth of insight into material presented in lectures, and relevant further and additional reading. Appropriate critical appraisal of evidence and discussion of material supported all responses. Novel application of psychological understanding to consumer issues was clearly evident (synthesis) throughout response(s), and was relevant, appropriate and interesting.
-another level-The C grades: Blogs & Exam: Student provided an adequate response, but answers were largely based on lecture material and essential reading, with no real development of arguments, critical evaluation or evidence of study beyond the basics (basics = lecture material and essential reading). Structure and organisation of material was adequate.
- Critically appraise the ways in which psychological theory/research applies to our understanding of consumer behaviour
- Demonstrate the ability to create new connections (‘synthesise’) between psychological theory/research and consumer behaviour
- Develop advanced knowledge and understanding of the ways in which the domains of psychology explain and inform a broad range of consumer behaviours
Students will submit a weekly blog throughout semester 1 (6 blogs will be submitted in total). Blogs will examine topics of interest to students from within the consumer world, and each blog will be explored in terms of psychological theory/research, and will aim to synthesise existing knowledge in novel/progressive ways. Each blog will be around 200-300 words in length (no specific word count). Students will also interact with blogs written by others from the class, and will respond to those blogs by leaving comments. Final blog grade will be comprised of a composite grade from half of the submitted weekly blogs. All blogs will be submitted by the end of Week 12.
Exam (Centrally Scheduled)
Students will sit this exam during the assessment period in January. The exam will be in two sections: Section 1: Students will answer 3 from 6 'unseen' short-answer questions. Answers will be around half of one A4 side of paper in length. Questions will assess breadth of knowledge from across the module. Section 2: Students will answer 1 from 6 'seen' essay questions. Answers will be around 2-3 A4 sides of paper in length. Essay answers will showcase specialist knowledge acquired from studying specific topics in depth, and will illustrate an advanced understanding of psychological theory and its synthesis and application to consumer behaviour.