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Module ASB-3513:
Advanced Consumer Psychology

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 2

Organiser: Prof Louise Hassan

Overall aims and purpose

This module will build on the consumer behaviour module undertaken in year 2 (ASB-2107) and introduce students to current areas of academic interest within the consumer research field from a psychology perspective. It aims to give students the opportunity to develop specialist knowledge that might provide key insights into understanding the psychological processes that underlie consumers’ views, attitudes and behaviours. The module will focus on understanding the consumer as an individual but will cover themes that reflect the important role of significant others as well as the role of marketers in influencing individuals’ views, attitudes and behaviours. The module is an opportunity for students to focus in-depth on a small number of significant research theories and thus develop a sound working knowledge on the topics studied.

Course content

Module content will reflect current thinking on a number of specialist topics within consumer behaviour literature. Below gives an indication of the topics that may be covered. These topics are discrete in nature and therefore are not therefore linked. Introduction and moving beyond ASB2107: How have we got here? Attitude and Attitude Strength Emotions and Consumer Behaviour Personal and Social Identity Goals and Self-Regulation The dark side of consumption Consumers and Brands Hot topics presentations Social and Media Influences and Consumer Behaviour

Assessment Criteria


Satisfactory standard: No major omissions or inaccuracies in the deployment of information/skills; Some grasp of theoretical/conceptual/practical elements; Integration of theory/practice/information present intermittently in pursuit of the assessed work’s objectives.


Average Standard: Much of the relevant information and skills mostly accurately deployed; Adequate grasp of theoretical/conceptual/practical elements; Fair integration of theory/practice/information in the pursuit of the assessed work's objectives; Some evidence of the use of creative and reflective skills;

High Standard: Very good performance; Most of the relevant information accurately deployed; Good grasp of theoretical/conceptual/practical elements; Good integration of theory/practice/information in pursuit of the assessed work's objectives; Evidence of the use of creative and reflective skills;


Excellent standard: An outstanding performance, exceptionally able; The relevant information accurately deployed; Excellent grasp of theoretical/conceptual/practice elements; Good integration of theory/practice/information in pursuit of the assessed work's objectives; Strong evidence of the use of creative and reflective skills;

Learning outcomes

  1. Demonstrate a thorough understanding consumer behaviour theories and concepts and the underlying psychological processes.

  2. Evaluate the relevancy of consumer behaviour theories and concepts to specific marketing scenarios.

  3. Analyse the impact of marketing practices on consumers and consumer behaviour.

  4. Formulate, deliver and present strategic insights based on consumer behaviour theories and concepts.

Assessment Methods

Type Name Description Weight
INDIVIDUAL BLOG Consumer psychology blog

A blog piece related to topics covered in the module.

EXAM Examination S2 2hrs 80

Teaching and Learning Strategy

Practical classes and workshops 2

One two hour lecture per week which will incorporate short class exercises and videos as well as a small group teaching session aimed at assisting with the assignment.

Private study

work on group project and exam preparation


Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
  • Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
  • Leadership - Able to lead and manage, develop action plans and objectives, offer guidance and direction to others, and cope with the related pressures such authority can result in

Subject specific skills

  • People management: to include communications, team building, leadership and motivating others.
  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
  • Networking: an awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.
  • Ability to work with people from a range of cultures.
  • Articulating and effectively explaining information.
  • Building and maintaining relationships.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: