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MODULE DESCRIPTOR
Module Title
Consumer Psychology
Reference CB4324 Version 2
Created February 2024 SCQF Level SCQF 10
Approved July 2019 SCQF Points 15
Amended April 2024 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 relevant consumption frames and contexts with a selected case study focus.

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
Contemporary Consumption; Postmodernism; Consumerism; Ethical and Sustainable Consumption; Self-Identity and Personality; Conspicuous Consumption; Buyer Behaviour Models; Shopper Typologies; Experiential Marketing and Consumption; Online Behaviour and Marketing; Involvement and Choice; Motivation and Loyalty; Symbolic Consumption; Power Concepts in Consumption; Nostalgic Consumption; Cultural and Subcultural Consumption. Students will engage with UNESCO'S Education for Sustainable Development through Anticipatory Collaboration, Critical Thinking and Integrated Problem Solving competencies through exploring, analysing the needs, perspectives, and actions of others in chosen consumer frames and contexts to make sustainable recommendations to development opportunities.

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 N/A
Non-Contact Hours 115 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 N/A
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
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

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module.
Module Grade Minimum Requirements to achieve Module Grade:
A The student needs to achieve an A in C1.
B The student needs to achieve a B in C1.
C The student needs to achieve a C in C1.
D The student needs to achieve a D in C1.
E The student needs to achieve an E in C1.
F The student needs to achieve an F in C1.
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.

ADDITIONAL NOTES
Students who engage with this module through attendance and participation will be exposed to the following Meta Skills: Focusing, Adapting and Communicating.

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., 2022. Consumer behaviour. 3rd Ed. Oxford: Oxford University Press.
4 YIANNIS, G. and LANG, T., 2015. The unmanageable consumer. 3rd ed. London: Sage.

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