Consumer Psychology. MK187 or equivalent
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1 MODULE SPECIFICATION MODULE DETAILS Module title Module code Credit value Level Mark the box to the right of the appropriate level with an X Consumer Psychology MK Level 4 Level 5 Level 6 X Level 7 Level 8 Level 0 (for modules at foundation level) Entry criteria for registration on this module Pre-requisites Specify in terms of module codes or equivalent Co-requisite modules Specify in terms of module codes or equivalent MK187 or equivalent Module delivery Use the check boxes below to indicate the mode of delivery. In most cases the correct box will be taught (which includes those modules delivered by blended learning). More than one box can be marked where multiple delivery modes are used (e.g. the same module is delivered to one cohort as a taught module and to another by distance learning. If Other is selected, a description of the mode must be included. Mode of delivery Taught X Distance Placement Online Other Pattern of delivery Weekly X Block Other When module is delivered Semester 1 Semester 2 Throughout year X Other Brief description of module content and/ or aims Overview (max 80 words) The module focuses on the main concepts used in understanding consumer psychology and consumer behaviour in the marketplace. It considers how these are used in marketing as a basis of both understanding consumers and creating strategies to influence their behaviour in desirable ways. Module team/ author/ coordinator(s) School Site/ campus where delivered Jane Priddis Business School This module will normally be delivered at Moulsecoomb Campus. Course(s) for which module is appropriate and status on that course
2 Course Status (mandatory/ compulsory/ optional*) *Mandatory: a module that must be taken and passed; Compulsory: a module that must be taken but may be compensated for if failed : those that may be taken to broaden the programme of study, and which may be compensated for or replaced by an alternative optional module in the event of academic failure and as agreed by the Course Examination Board. BSc Business BSc Business Management BSc Marketing BSc Marketing Management MODULE AIMS, ASSESSMENT AND SUPPORT Aims This module aims to help students to understand the complex way in which people behave as consumers. provide the knowledge and understanding of consumer psychology needed to enable students to undertake a meaningful analysis of psychological and behavioural factors underlying consumer choice. Learning outcomes On successful completion of the module the student will be able to 1. apply the theoretical consumer decision-making models derived from the literature on consumer psychology and consumer behaviour to practical applications (LO1) 2. demonstrate an ability to understand and apply the psychological structures and processes involved in consumer choice (LO2) 3. provide a critical analysis of a range of literature, on determinants of consumer choice (LO3) 4. demonstrate awareness of the importance of rigour and logic in the application of research methods (LO4) 5. propose and carry out appropriate methods of analysis, evaluation and interpretation (LO5) 6. design and carry out desk and field research reviewing a wide range of published data, and design own primary research (LO6) Content Psychology as a Social Science; Social Psychology; Cognitive Psychology; Consumer psychology and behaviour across a range of customer segments and cultures. Core concepts in consumer psychology; Cognition thinking, understanding and interpreting stimuli and events; Affective feelings and attitudes; how and why these are created and embedded in the mind; The FCB model of consumer decisionmaking. The personal self (actual, ideal, public and private); the social self; Ways different selves use different consumption behaviours to support self images; self-esteem and self-
3 efficacy, and their effects on consumption behaviour. Attitudes and perceptions; How attitudes affect consumer choice; Attitude as processed beliefs, learning (intentional and unintentional) and memory (implicit and explicit), motivation; Perception of value, value frameworks; Product knowledge (and how we process it); Perceived consequences of purchasing; Means-End Chains; Benefits and perceived risks in the purchasing process. Culture; effect of social environment on behaviour; Cultural analysis and cultural meanings; The cultural process model; aspects of culture: nationality, ethnicity, religion; subcultures, in-groups and out-groups; psychology of fashions; microcultures. Reference Groups and their social power; models of reference group influence on product and brand purchasing; normative versus comparative reference groups; aspirational versus dissociative groups. Ethical issues in consumer behaviour and marketing; consumer manipulation; marketing to vulnerable consumer groups Consumer misbehaviour; how and why it occurs, in a psychological context; how and why marketers can and do (or more often don t) deal with it. Behavioural economics: Behavioural Perspective Model (Foxall, 2002); Measuring consumer behaviour, its setting and history, effects of both utilitarian and informational reinforcement or punishment; Impact of consumer choices on the economy and the wider environment Brand psychology and consumer trust. Consumer/brand relationships and levels of involvement and trust; marketer strategies to increase involvement; levels of manipulation (or not) by marketers and brand owners Learning support Retail Psychology; Motivations to Shop; Needs, wants and benefits; Retail design and atmospherics, store experience; impact of multichannel retailing on consumer behaviour. Indicative Reading Latest editions of the following texts: Consumer Behaviour Solomon, Bamossy, Askegaard, Hogg Pearson Consumer Behaviour Evans, Martin, Jamal, Ahmad, Foxall Wiley Consumer Behaviour & Marketing Strategy Paul Peter, Olson McGraw-Hill Consumer Behaviour Szmigin, Piacentini Oxford University Press Consumer Behaviour Schiffman, Kanuk, Hansen FT Prentice Hall Consumer Behaviour East, Wright, Vanhuele Sage
4 Unmanageable Consumer Gabriel, Lang Sage Essential Psychology Banyard, Dillon, Norman, Winder Sage Social Psychology of Consumer Behaviour Wanke (ed) Psychology Press Social Psychology Smith, Mackie, Claypool Psychology Press Brand Psychology Gabay Kogan Page Brand Meaning Batey Routledge The Branded Mind Du Plessis Kogan Page The Psychology of Thinking Minda Sage Inside the Mind of the Shopper Sorensen Prentice Hall The Consumer Mind Martinez Kogan Page Attitudes and Attitude Change Vogel, Wanke Routledge Research Methods in Psychology Nestor, Schutt Sage Qualitative Psychology Smith (ed) Sage Key Journals: Journal of Marketing European Journal of Marketing Journal of Consumer Marketing Journal of Consumer Research Journal of Consumer Psychology International Review of Retail, Distribution and Consumer Research International Journal of Retail and Distribution Management Journal of Fashion Marketing and Management Journal of Retailing Journals related to other subjects such as marketing promotion (advertising, PR, etc) and criminology Other Resources: Press articles, advertising, video. Teaching and learning activities Details of teaching and learning activities Basic psychological concepts will be introduced, supported by discussion and practical activities that will explore the application of the concepts to specific marketing situations. The content will be delivered in lecture/seminar format Lectures will cover the main theories, and give examples to support these. Video content will be included, as well as academic and other references In seminars, theory will be applied using a mix of methods including case studies, analysis of academic papers, class/group activities and discussion Teaching will be in the form of one-hour lecture/one-hour seminar per week There will be 20 lectures and 20 seminars per year Allocation of study hours (indicative) Where 10 credits = 100 learning hours Study hours
5 The table below provides the data for the Learning, Teaching and Assessment submission for our Key Information Set (KIS) and must be consistent with the details contained in the above section. Please refer to the HESA guidance (sections 6 and 7) for guidance on how learning, teaching and assessment activities are classified for KIS purposes. For further advice and guidance on KIS categorisation of assessment tasks please contact a Campus Quality Officer (Academic Services). or the Curriculum Team (Academic Services) SCHEDULED GUIDED INDEPENDENT STUDY PLACEMENT This is an indication of the number of hours students can expect to spend in scheduled teaching activities including lectures, seminars, tutorials, project supervision, demonstrations, practical classes and workshops, supervised time in workshops/ studios, fieldwork, and external visits. All students are expected to undertake guided independent study which includes wider reading/ practice, follow-up work, the completion of assessment tasks, and revisions. Guided independent study will typically be derived as the number of hours remaining after taking into account hours spent in placements and scheduled learning and teaching activities. The placement is a specific type of learning away from the University, (normally including word-based learning) that is not a year abroad TOTAL STUDY HOURS 200 Assessment tasks Details of assessment for this module Task 1 (50%) An individual 2,500-word report on a topic related to the course content. Assesses LO1-LO6. Task 2 (50%) Time-controlled examination, 2 hours, with 30% of the exam mark for a compulsory question on coursework report. Students will have access to an unmarked copy of their coursework report for the duration of the examination, and will then hand in the report with their exam script. Assesses LO1-LO5. Types of assessment task 1 List of summative assessment tasks which lead to the award of credit or which are required for progression. % weighting (or indicate if component is pass/fail) WRITTEN Written exam 50% COURSEWORK PRACTICAL Written assignment/ essay, report, dissertation, portfolio, project output, set exercise Oral assessment and presentation, practical skills assessment, set exercise 50%
6 EXAMINATION INFORMATION Area examination board Business Refer to Academic Services for guidance in completing the following sections External examiners Name Position and institution Date appointed Date tenure ends Dr Chris Chapleo Bournemouth University 19/12/16 30/9/20 QUALITY ASSURANCE Date of first approval Only complete where this is not the first version Date of last revision Only complete where this is not the first version Date of approval for this version Version number 1.1 Modules replaced Specify codes of modules for which this is a replacement January 2017 editorial external examiner Available as free-standing module? Yes No x
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