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Module ASB-2107:
Consumer Behaviour

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 2

Organiser: Prof Louise Hassan

Overall aims and purpose

To explore beyond the discussion of why people buy things, and examine how products, services, and consumption activities contribute to shape people's lives.

Course content

Introduction to consumer behaviour and module; Theories of learning and the role of memory in consumption; The influence of values on consumers and motivation theory; Personality and lifestyles; The fundatmental role of attitude: forming and changing attitudes; The complex process of making decisions; The role of others in consumption; Culture and consumption; The dark side of constumption.

Assessment Criteria


Ability to recognise the fundamentals of consumer behaviour.


In addition to the above, demonstration of an ability to apply relevant consumer behaviour model to situation(s); able to recognise the limitations of consumer behaviour models.


In addition to the above, demonstration of reflection on the literature in the course of lectures.

Learning outcomes

  1. Understand and apply different consumer behaviour theories and concepts.

  2. Comprehend the complex interrelationships between the individual consumer and his or her social realities.

  3. Discuss and critique marketing case studies that illustrate various examples of consumer behaviour , marketing pitfalls and success stories.

Assessment Methods

Type Name Description Weight

10 minute presentation based on a case study.

CLASS TEST Class test

Class test consisting of short answer questions based on material covered in the first 6 weeks of the module. Students are required to answer four questions from six.


Teaching and Learning Strategy


One 2-hour lecture per week.

Private study

Reading and preparing for assessments


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
  • 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.

Subject specific skills

  • 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.
  • Articulating and effectively explaining information.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.


Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: