AP1EC1-Consumer Psychology

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Level:4
Terms in which taught: Autumn / Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Ms Sandra Preciado
Email: s.l.preciado@reading.ac.uk

Module Co-convenor: Dr Anna Macready
Email: a.l.macready@reading.ac.uk

Type of module:

Summary module description:

This introduction to consumer psychology will explore the fundamentals of psychology in relation to consumption and the consumer, and explore the relationship between psychology, consumer behaviour and marketing. You will learn about the origins of consumer psychology and explore how consumer behaviour can be influenced by a range of factors. You will explore psychological principles in relation to various consumer groups, organisations and society as a whole. You will develop an understanding of how the relationship between psychology and marketing may be used to create successful marketing strategies, within an ethical marketing context.

Aims:

This module will introduce you to basic concepts, methods and theories in psychology and psychological processes pertinent to the consumption of goods and services by different consumer groups. These concepts will draw on traditional areas of psychology including cognitive, social, personality and developmental psychology, and will introduce students to key perspectives in the psychology of marketing. You will discuss examples of how psychological research has been used in marketing, and gain experience of conducting and reporting consumer psychology research studies.

Assessable learning outcomes:

By the end of the module students will demonstrate their core skills in the following areas:

• LO1 Understand and evaluate key theories about the influence of psychological and social processes as they apply in the consumer context.


• LO2 Describe, analyse and critically review research in the area of consumer psychology.


• LO3 Application of consumer research methods studies including data analysis and report writing.


• LO4 Describe the role that psychological research plays in the world around them.


• LO5 Explain psychological principles in relation to various consumer groups, organisations and society.


• LO6 Demonstrate an understanding of the contribution consumer psychology makes to the development of more effective and responsible marketing strategies (e.g., more sustainable, ethical and so on).  


• LO7 Describe and interpret evidence in key areas of consumer psychology with particular reference to adaptations of the marketing mix to satisfy customer needs and wants.


• LO8 Demonstrate an understanding of contemporary issues and future trends in the area of consumer psychology.

Additional outcomes:

At the end of the module, students should be able to:

• Develop planning and organisation skills


• Develop analytical skills


• Develop communication skills


• Collaborate and work effectively with other students.

Outline content:

Topics covered will include the following:

• Historical and contemporary developments and issues in consumer psychology


• Psychological research methods


• Introduction to individual consumers and their psychological process


• Introduction to consumer groups and society


• Introduction to child (developmental) psychology and its importance in marketing


• Key approaches to psychological questions


• Consumer ethics


• Consumers in the 21st century and future trends

Brief description of teaching and learning methods:

The module is delivered through traditional lectures, videos, podcasts, group-based discussions, recommended reading, in-class exercises and case studies. Cases will be assigned regularly for classroom discussion and students will prepare these cases before the sessions. A series of reflective in class exercises will focus on the students’ own consumer psychology, and self-directed learning including debates. All students are expected to actively contribute to class discussions by answe ring questions, sharing examples and answering questions. Students will be expected to present their thoughts on selected aspects of the module.

Contact hours:

	Autumn	Spring	Summer
Lectures	10	10
Seminars	10	10
Guided independent study:
Wider reading (independent)	25	25
Wider reading (directed)	25	25
Preparation of practical report	20	20
Reflection	10	10
Total hours by term	100	100	0
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written exam	40
Report	30
Class test administered by School	30

Summative assessment- Examinations:

A 2-hour end of module exam during the Summer term examination period.

Summative assessment- Coursework and in-class tests:

One on-line (Blackboard) set of questions/exercises based on Consumer Psychology Theory and Practice. The assessment includes in-class multiple-choice tests.

Formative assessment methods:

Students will get formative feedback during the module. Example “multiple-choice” questions will be discussed Students are required to complete short answer questions (reflective practice) at the end of each lecture.

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: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/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 re-examination in August/September.

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: 30 March 2023