AP3EC2-Consumer Attitudes

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites: AP2EC1 Consumer Behaviour
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Giuseppe Nocella
Email: g.nocella@reading.ac.uk

Type of module:

Summary module description:

Learn what attitudes are, how they are formed, modified, measured and applied in studies aimed at exploring contemporary consumer issues. Practise using multivariate statistical techniques to broaden your knowledge and research skills. Gain scientific background in the disciplines of consumer science (consumer behaviour, consumer policy and consumer research methods) and develop insights into making marketing decisions taking into account attitudes and attitude change.

Aims:

The key objective of this module is to provide students with a basic understanding of attitudes, how they are formed, modified, measured, and applied in studies aimed at exploring contemporary consumer issues. Theory and practice using multivariate selected statistical techniques will broaden students’ knowledge and research skills, providing them with a scientific background for related disciplines in the area of consumer science (consumer behaviour, consumer policy and consumer research methods) and insights for marketing decisions taking into account attitudes and attitude change.

Assessable learning outcomes:
Students will be able to recognise and describe what attitudes are, how they can serve different goals or psychological needs, and why they are so central to our social life. They will be able to identify the structure and strength of attitudes, the role of information and the influence of other external sources in the formation of attitudes.
Students will appreciate the role of persuasion (the dual processing model) and the influence of attitudes on behaviour (Fishbein model, Theory of Re asoned action, Theory of Planned Behaviour, Theory of Trying). Further, they will be able to measure attitudes under the umbrella of expectancy value models and to interpret and discuss outputs of empirical research.

Additional outcomes:
Students will develop skills both in measuring attitudes employing theoretical frameworks and in applying selected multivariate statistical techniques within a research perspective using SPSS. Students will widen their abilities in data analysis and interpretation of results for use in marketing, political or organisational decisions.

Outline content:

• Basic issues in attitude research


• The measurement of attitudes


• The nature and origin of attitudes


• Attitude change and resistance


• Influence of behaviour on attitudes


• Consequences of attitudes

Brief description of teaching and learning methods:
The module will consist of a series of four two-hour lectures and six one hour lectures followed by a one hour session held in the computer lab. Students will be expected to undertake data analysis and to comment on results, and then complete a written assignment.

Contact hours:

	Autumn	Spring	Summer
Lectures	14
Practicals classes and workshops	6
Guided independent study:	80
Total hours by term	100
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Set exercise	80
Class test administered by School	20

Summative assessment- Examinations:

N/A

Summative assessment- Coursework and in-class tests:

A multiple choice test consisting of 30 questions that students will have to answer in 30 minutes.

Students will be given a data set that contains information about a consumer survey on particular topic of attitudes. They will be required to explore data using SPSS, perform statistical analysis and present results in a research report of about 1,000 words.

Formative assessment methods:

There will be opportunities that will allow students to discuss and receive informal guidance on their assessment plan.

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:
A mark of 40% overall.

Reassessment arrangements:
By submission of a new assignment.

Additional Costs (specified where applicable):

1) Required text books:  None

2) Specialist equipment or materials:  None

3) Specialist clothing, footwear or headgear:  None

4) Printing and binding:  None

5) Computers and devices with a particular specification:  None

6) Travel, accommodation and subsistence:  None

Last updated: 13 September 2021