Modiwl PCP-4004:
Consumer Psychology: Theory
Consumer Psychology: Theory 2023-24
PCP-4004
2023-24
School Of Human And Behavioural Sciences
Module - Semester 1
20 credits
Module Organiser:
Caroline Bowman
Overview
Content of the course includes:
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?
Revision session: Preparation for the final exam
Assessment Strategy
-threshold -Threshold would approximate to 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. -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 evaluation 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 evaluation 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.
Learning Outcomes
- Understanding of consumer problems faced by commercial organisations.
- Working knowledge of a range of consumer research techniques.
- Advanced understanding of the application of psychological theory in the understanding of consumer behaviour.
Assessment type
Summative
Description
Blogging Assignment
Weighting
50%
Due date
18/12/2020
Assessment type
Summative
Description
Final Exam
Weighting
50%
Due date
14/01/2021