Module Catalogue 2025/26

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 Requisite Comment

None

Aims

[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

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 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.


.

Assessment Rationale And Relationship

The creative project assesses knowledge, independent learning and synthesis of material; and the ability to integrate this material, to communicate it clearly in an authentic style. It requires students to, demonstrate critical thinking and an original approach. Providing an opportunity 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. Formative feedback is provided on the groupwork component in class and students have the opportunity to receive formative feedback on an excerpt from their individual rationales.

If the module is failed, Stage 3 students may only be offered a resit if an honours degree is not awarded on the first occasion. Failed assessments will be the same format during the August resit period.

General Notes

N/A