AD2CAB: Consumer Attitudes and Behaviour

Module code: AD2CAB

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: 5

When you'll be taught: Semester 1

Module convenor: Dr Elena Millan, email: e.s.millan@reading.ac.uk

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE AD1FMM OR TAKE AP1EM2 (Compulsory)

Co-requisite module(s): IN THE SAME YEAR AS TAKING THIS MODULE YOU MUST TAKE AD2RDA (Compulsory)

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 18 November 2024

Overview

Module aims and purpose

Consumer attitudes and behaviour is a dynamic interdisciplinary subject influenced by various theoretical perspectives and it is relevant to marketing to understand psychological factors influencing consumer demand for goods and services. Understanding consumer attitudes and behaviour is also crucial for achieving companies’ objectives as knowledge of how consumers process information and how they choose between competing products and brands is vital to develop successful marketing strategies and to make informed managerial decisions. This module is intended to introduce students to theories of consumer attitudes and behaviour, how these theories are operationalised and in what way the outcomes of these models can inspire marketers to develop marketing strategies that can meet the needs and wants of different segments of consumers. Through a combination of interactive lectures, in-class discussions, case studies, exercises, and SPSS tutorials, this module aims to equip students with key concepts, analytical techniques and skills useful to apply different models of this discipline in different contexts of consumer shopping behaviour. The module critically examines both theoretical and practical aspects of consumer attitudes and behaviour focusing on the psychological basis of consumer decision-making and the influence of the socio-cultural context. 

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Develop a critical appreciation of an integrative approach to consumer behaviour through understanding and assessing various concepts and models of consumer behaviour and Identify specific issues related to the analysis of consumer behaviour, relating these issues to the development and success of marketing strategies
2. Build an understanding of the effects of personal and environmental influences on consumer attitudes and behaviour, recognise and describe what consumer attitudes are, how they can serve different goals and psychological needs, and why they are so central to our behaviour; appreciate the role of persuasion and the influence of attitudes and other psychological factors on behaviour in conceptual frameworks falling under the umbrella of expectancy value models, fear appeal models and other selected models of this discipline
3. Understand the structure and strength of attitudes, the role of information and the influence of other external sources in the formation of attitude and operationalize and assess various models of consumer attitudes and behaviour using inferential statistical techniques
4. Develop a range of transferrable skills including verbal and written communication skills, critical analysis and teamwork

Module content

• Consumers in the marketplace  
• Consumer needs, motives and goals  
• Perception, learning and memory and consumer behaviour  
• Personality and self in consumer behaviour  
• Basic issues in attitude research  
• Measurement of attitudes 
• Structure and properties of attitudes 
• Explaining and predicting consumer behaviour  
• Individual decision making 
• Cultural influence on consumer behaviour  
• Social influence, opinion leadership and consumer behaviour 
• Expectancy value models  
• Fear appeal models  
• Technology acceptance models 

Structure

Teaching and learning methods

The module topics will be covered through lectures providing a theoretical background to case study examples, pre-recorded screencasts for statistical tutorials and student independent study for each week supported by readings/reading lists and learning materials on Blackboard. There will also be practical statistical sessions aimed at applying theoretical concepts and models of consumer attitudes and behaviour.

Study hours

At least 42 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

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

Assessments with numerical marks

• 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 three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/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.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Multiple-choice formative test accessible through Blackboard. 

Reassessment

Additional costs