Module Catalogue

ACE2151 : Consumer Food Psychology (Inactive)

  • Inactive for Year: 2017/18
  • Module Leader(s): Professor Lynn Frewer
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Singapore
Semester 2 Credit Value: 10
ECTS Credits: 5.0


This module seeks to explore the principles of consumer psychology as they are applied to food, consider the social, ethical and moral values that influence our individual decision making with respect to food and explore the interrelationship between consumer food psychology and new food product development and innovation. Understanding how and why consumers make individual food choices is central to understanding the complex relationship individuals have with food. This module will illustrate the complex food choice process by drawing on a range of psychological theories most prevalent in consumer food psychology: perceptions and attitudes; personality; learning; motivation; environmental influences; family and peer influence; cultural influences. These theoretical concepts will be applied to food choice and the module will show the role consumer psychology plays in the processes of: market segmentation; new product development and the product lifecycle; and societal acceptance of novel foods and technologies. In order to place the consumer psychology understanding within the wider context in which individuals live, students will be introduced to and asked to reflect on the wider social, ethical and moral issues that influence food choice decision making.

Outline Of Syllabus

1. What is Consumer Psychology?
2. New Products and Innovations
3. Attitudes & Perception: Theory & application to food choice
4. The Individual Consumer – Personality; Learning & Motivation
5. The Consumer & Society
6. Consumer Perceptions of Food Risks & Benefits
7. Food Ethics & Values: An Introduction
8. Ethical Issues, Consumer Concerns and Food Production and Processing
9. Ethical Dilemmas and Food Choice
10. Novel Food Technologies and Innovation
11. Designing a Novel Food
12. Consumer Psychology, Food and SE Asia

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion11:301:30Semester 2 examination
Guided Independent StudyAssessment preparation and completion120:306:00Revision for Semester 2 examination
Scheduled Learning And Teaching ActivitiesLecture121:0012:00intoduction to psychology and food choice, including learning objectives and scheduling
Guided Independent StudyAssessment preparation and completion110:0010:00Preparation for group presentation (analysis of ethical dilemmas associated with food choice)
Guided Independent StudyAssessment preparation and completion110:0010:00Preparation for group presentation (psychological aspects of food choice)
Scheduled Learning And Teaching ActivitiesPractical32:006:00group exercise and presentation
Scheduled Learning And Teaching ActivitiesSmall group teaching12:002:00Group work
Scheduled Learning And Teaching ActivitiesWorkshops11:001:00Group Survey - Survey and feedback of results
Guided Independent StudyIndependent study151:3051:30reading relevant literature and preparation for pre-seen exam
Teaching Rationale And Relationship

Students will be introduced to the key material via formal lectures. Practicals will be used to work through specific tasks which build on the lectures and help to apply the theory to the area of food. During the 2 week block, students will be required to work in groups outside of the formal lectures/practicals in order to prepare assessment work that will be presented during the practicals. These teaching and learning methods will support the development of all the skills outlined.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination902A50Students are made aware of questions in advance
Other Assessment
Description Semester When Set Percentage Comment
Poster2M35Assessment of group based poster and presentations on psychological aspects of food choice
Poster2M15Assessment of group based presentations of analysis of ethical dilemmas associated with food choice
Assessment Rationale And Relationship

All students will be required to complete group research work and an individual report. Students will be allocated to groups in the first lecture and will remain in those groups for the two week block. The group work will support the development of the range of cognitive/intellectual, self management, interactional and occupational awareness skills outlined in the intended skills outcomes. The individual report will allow for the assessment of individual learning outcomes. Developing the skills of presenting material in different formats (poster; oral presentation; written report) is best practice and will support students learning in different ways.
Use of seen questions allows students to engage with the materials.

Reading Lists