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Module Title
Consumer Psychology

Consumer, Psychology, Sociology, Psychological Process

SCQF Points15
ECTS Points7.5
CreatedMay 2003
ApprovedJuly 2013
AmendedAugust 2013
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to SCQF10 entry requirements or equivalent.

Corequisite Modules


Precluded Modules


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.

Indicative Student Workload

Contact Hours

Full Time
Student-led tutorials

Directed Study

Learning-centred directed reading

Private Study

Additional Reading
CW preparation

Mode of 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.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3

Component 1 is an individual coursework.

Indicative Bibliography

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