Module Database Search

Module Title
Consumer Psychology
Reference BS4324 Version 2
Created February 2017 SCQF Level SCQF 10
Approved June 2018 SCQF Points 15
Amended June 2017 ECTS Points 7.5

Aims of Module
The aim of this module is to develop the students’ ability to analyse, critically evaluate and apply theories of Psychology, Sociology, Social Psychology in a consumer context.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Analyse current theories of Psychology, Sociology and Social Psychology in a consumer context.
2 Critically evaluate the adoption of theory and models of Psychology, Sociology and Social Psychology in relation to consumption.
3 Develop creative insight by contextualising Psychology, Sociology and Social Psychology theories to practice.

Indicative Module Content
Consumption; Consumerism; Self Identity; Buying Behaviour models; Shopper Typologies; Semiotics; Involvement; Rebel Consumers; Experiential marketing and consumption; Choice; Conspicuous consumption; Signalling strategies; Haptic and non-haptic cues; Information Asymmetry; Postmodernism; Symbolic consumption; Ethical consumerism; Subcultural Consumption and Tribes.

Module Delivery
This module will be delivered by a combination of formal lectures, workshops and student-led tutorials. The lectures will develop and analyse current thinking in consumer psychology from a range of sources. Workshops and student-led tutorials will be used to develop and contextualise theories and concepts covered. Additionally, students will be directed to independent research using a variety of materials.

Indicative Student Workload Full Time Part Time
Contact Hours 35 35
Non-Contact Hours 115 115
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 150
Actual Placement hours for professional, statutory or regulatory body    

If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3
Description: Individual Written Assessment

Explanatory Text
The module is assessed by one component: C1 - Coursework - 100% weighting. Module Pass Mark = Grade D (40%)
Module Grade Minimum Requirements to achieve Module Grade:
A 70% or above
B 60% - 69%
C 50% - 59%
D 40% - 49%
E 35% - 39%
F 0% - 34%
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

1 BAGOZZI, R.P., GURHAN-CANLI, Z. and PRIESTER, J.R., 2002. The social psychology of consumer behaviour. Buckingham: Open University Press. ebook
2 FOXALL, G.R., GOLDSMITH, R. and BROWN, S., 1998. Consumer psychology for marketing. 2nd ed. London: Thomson.
3 SZMIGIN, I. and PIACENTINI, M., 2014. Consumer behaviour. Oxford: Oxford University Press.
4 YIANNIS, G. and LANG, T., 2006. The unmanageable consumer. 2nd ed. London: Sage.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781