Module Catalogue 2022/23

PSY3006 : Consumer Psychology

  • Offered for Year: 2022/23
  • Module Leader(s): Dr Amy Fielden
  • Owning School: Psychology
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 20
ECTS Credits: 10.0
Pre Requisites
Pre Requisite Comment

Students are advised that this module is not suitable for those without some background in social or behavioural science. This module is therefore suitable for stage 3 Psychology, Agri-Business Management, Nutrition and Psychology, Biology and Psychology etc. but is also open to those stage three students [including Combined Honors] who have completed modules in areas such as consumer behaviour, investigating the food consumer, buyer behaviour and communications, research methods for marketing, organizational behaviour, or psychology modules such as social psychology. For students wishing to take this module from disciplines other than Psychology there may be some required reading for completion prior to starting the module.

Co Requisites
Co Requisite Comment



[a] to provide an in depth evaluation of applied psychology in the consumer context
[b] to provide the basis for further study and development of understanding of specific areas of applied consumer psychology.
[c] to develop analytical skills

Outline Of Syllabus

Introduction to consumer psychology and its methods of research

Understanding the consumer
Targeting individual consumers
Consumer groups/society
Organisations and the consumer
21st Century consumers

Learning Outcomes

Intended Knowledge Outcomes

At the end of this module the student should be able to:
Describe and evaluate psychological processes including perception, cognition, motivation, personality, attitudes and communications as they apply in the consumer area.
Describe and compare scientific method, evaluate experimental issues and interpret findings in the consumer area
Apply their knowledge of consumer psychology to develop and justify a marketing strategy

Intended Skill Outcomes

At the end of the module, students should be able to:
Describe and interpret evidence in the area of consumer psychology.
Synthesise disparate sources and types of information to form opinions and prognoses about consumer psychology.
Evaluate and apply theoretical concepts to consumer behaviour.
Critically evaluate arguments and evidence that relate to consumer psychology
Critically analyse and develop advertisements using psychological theories and approaches
Collaborate and work effectively with others

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture112:0022:00Present in person interactive lectures
Guided Independent StudyAssessment preparation and completion150:0050:00N/A
Guided Independent StudyDirected research and reading166:0066:00Including some pre-recorded content to stimulate discussion and extend learning
Scheduled Learning And Teaching ActivitiesWorkshops111:0011:00Present in person: Some will be used for students to complete the groupwork for the coursework
Guided Independent StudyIndependent study151:0051:00N/A
Teaching Rationale And Relationship

The teaching methods encourage students to take an active role in their learning experience. Lectures are used to impart information and prompt discussion of relevant concepts. Workshops are used to help students to develop an understanding of how to apply the lecture material particularly in relation to topical issues. They will also develop the skills needed to develop and analyse adverts, skills they will apply both as part of guided independent study and for coursework. There will also be an element of group work involved which will contribute to their assessed report, this will allow them to develop their collaborative working skills and encourage them to negotiate and build relationships with other. Students will be expected to complete guided independent study in order to help prepare for lectures, workshops and assessment and will be encouraged to further their own specific interests in consumer psychology.


Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination1201A602 hour unseen exam. Students to answer 2 questions out of 5. Present in person.
Other Assessment
Description Semester When Set Percentage Comment
Design/Creative proj1M40Group advert or marketing strategy 20%, individual rationale for advert or strategy (1000 words) (80%)
Assessment Rationale And Relationship

The essay examination is used to assess knowledge, independent learning and synthesis of material; and the ability to integrate this material, to communicate it clearly, and to demonstrate critical thinking and an original approach.
The mid-course advertisement design/development is to assess the students' ability to apply the material learned on the course in a creative manner whilst also allowing students a greater scope of awareness in terms of advertising mediums. In addition it will help develop their collaboration and group working skills.

More information for Design/Creative proj 1:
Develop an advert or marketing strategy as a group and submit an individual rationale for that advert. The word limit for the rationale will be 1000 words. The product of the group work will constitute 20% of the overall assessment mark, all group members will be awarded the same mark. The individual rationale will constitute the remaining 80% of the mark and these will be assessed individually.

FMS Schools offering Semester One modules available as ‘Study Abroad’ will, where required, provide an alternative assessment time for examinations that take place after the Christmas vacation. Coursework with submissions dates after the Christmas vacation will either be submitted at an earlier date or at the same time remotely.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2022/23 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2023/24 entry will be published here in early-April 2023. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.