Undergraduate Course: Consumer Behaviour (BUST10007)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 10 (Year 4 Undergraduate)
||Availability||Available to all students
|Summary||The purpose of the course is to examine in detail the process of consumer decision-making, the influences upon buying behaviour and their implications for marketing in purposeful organisations. An understanding of consumer behaviour is essential to effective marketing management, as the study of consumers helps firms and organizations improve their marketing strategies. This course attempts to build on basic concepts introduced in the Marketing 2 course to develop advanced knowledge of consumer behaviour and an appreciation of its contribution to the field of marketing. It draws on a broad range of academic material from within marketing and social science literature as well as looking at contemporary consumer issues in the digital media.
The course is divided into four sections: an introduction to consumer behaviour; the decision making process; the individual consumer; and the social consumer. The course draws mainly on the theoretical literature as a means of providing conceptual framework to examine consumer behaviour and for students to critically reflect on their own experiences as consumers. Each lecture is supported with a set of recommended readings and students are encouraged to undertake their own literature reviews.
The lectures provide both basic concepts and informative material along with some critique of the main ideas but students are encouraged to develop their understanding and critical appreciation outside the lectures through reading around the lecture topics. There is considerable emphasis placed on the need for students to move beyond the basic textbook readings and to consider the more critical perspectives and research contained within the readings.
Introduction to Consumer Behaviour
Perception, Cognition, and Motivation
Learning and Attitudes
Personality & Self
Reference group &peer Influence
Lifestyle & Social class
Household & Families
Student Learning Experience
The lectures provide both basic concepts and informative material along with some critique of the main ideas but students are encouraged to develop their understanding and critical appreciation outside the lectures through reading around the lecture topics. There is considerable emphasis placed on the need for students to move beyond the basic textbook readings and to consider the more critical perspectives and research contained within the readings. There are no tutorials in this honours course but the opportunity for discussion arises within the lectures and students are encouraged to be constructively critical and to debate issues in class. The essay is designed to encourage students to seek out references from academic journals and to engage in a more critical debate.
Entry Requirements (not applicable to Visiting Students)
|| Students MUST have passed:
||Other requirements|| Year 4 only. Business Studies Honours entry.
Information for Visiting Students
|Pre-requisites||Visiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
|High Demand Course?
Course Delivery Information
|Academic year 2020/21, Available to all students (SV1)
|Learning and Teaching activities (Further Info)
Lecture Hours 20,
Feedback/Feedforward Hours 2,
Summative Assessment Hours 2,
Revision Session Hours 1,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|Additional Information (Assessment)
||The overall assessment will be based on two individual essays:
Individual essay 1 50%
Individual Essay 2 50%
||Generic feedback on your coursework, together with individual marks, will be available on Learn.
|No Exam Information
On completion of this course, the student will be able to:
- Understand and discuss critically how consumers think, feel, reason, and select between different alternatives (e.g., brands, products) and how marketers can adapt and improve their marketing to more effectively reach the consumer
- Critically assess the nature and scope of consumer behaviour.
- Describe and critically discuss key consumer behaviour terminology, concepts and theories.
- Demonstrate a critical understanding of the existing theories of consumer behaviour along with an awareness of both their contribution and limitations.
- Understand and critically discuss the complexities of consumer behaviour and its relevance to marketing practice.
|Readings may be found either in the University library collection or accessed via The Library electronic journals on |
Please note that these readings are provided as a guide to some of the literature in the area and students are not expected to read all of these articles but to select from the references. Students are encouraged to undertake their own literature search for relevant consumer behaviour articles.
Michael R. Solomon, Gary J. Bamossy, Søren T. Askegaard and Margaret K. Hogg, (2016) Consumer Behaviour: A European Perspective, 6th Edition.
European Journal of Marketing
Journal of Consumer Research
Journal of Consumer Marketing (on campus)
Journal of Customer Marketing
European Journal of Marketing (on campus access)
Journal of Marketing Management
Journal of Marketing Research
Journal of Advertising Research
The International Review of Retail, Distribution and Consumer Research
Harvard Business Review
|Graduate Attributes and Skills
- demonstrate that they can move beyond simple description of consumer behaviour to analysis and evaluation of consumer behaviour using key concepts learnt during the course
- demonstrate their ability to independently research collate, analyses and synthesis material on an emerging issue within the field of consumer behaviour
- engage in critical discussion of consumer behaviour issues through class discussion, to debate and defend considered arguments
- utilise and source information from library, internet and database sources
- study independently and take responsibility for sourcing, reading and analysing related reference material for the course
Subject specific skills
Reflect on their own behaviour as consumers.
|Course organiser||Dr Ewelina Lacka
Tel: (0131 6)50 8496
|Course secretary||Ms Chrysanthi Manidou
Tel: (0131 6) 50 3826