GEN1000 Perspectives on General Education
BUS3002 Consumer Behaviour
This module exposes students to a number of interesting and practical topics pertinent to the contemporary consumer. It focuses on the personal, social, and cultural factors that influence the consumer decision-making process. Highlighting current practices in advertising, branding, pricing, and store design, this module is intended to prepare students to become informed and smart consumers.
(This module is open to all EXCEPT BBA-MKT and BBA-GB students.)
Upon completion of this module, students should be able to:
a. understand the major concepts of consumer psychology;
b. utilise appropriate consumer psychology concepts to gain insights into consumer behaviour and business practices;
c. interpret consumer research findings to make informed personal or business decisions; and
d. apply their knowledge in consumer psychology to critically evaluate the consumption practices of themselves and others.
1. Introduction to Consumer Psychology
2. Consumers as Decision Makers
2.1 The Consumer Decision Making Process
2.2 Individual versus Group Decision Making
2.3 Ethical Decision Making
3. Micro-Level Influences on Consumer Behaviour
3.1 Cognition and Information Processing
3.2 Knowledge and Memory
3.3 Motivation and the Self
3.4 Personality and Values
3.5 Attitude and Persuasion
4. Macro-Level Influences on Consumer Behaviour
4.1 Social and Cultural Influences
4.2 Social Class Influences
4.3 Ethnic, Racial, and Religious Influences
4.4 Age and Gender Influences
1. Class participation (10 %)
2. Test (20 %)
3. Assignments (30 %)
4. Exam (40 %)
1. Solomon, Michael R. (2020). Consumer Behavior: Buying, Having, and Being (13th Ed., Global Edition). Upper Saddle River: Pearson.*
2. Hawkins, Del. I., and Mothersbaugh, David L. (2016). Consumer Behavior: Building Marketing Strategy (13th Ed.). Boston: McGraw Hill.
3. Kamins, Michael (2018). Marketing Manipulation: A Consumer Survival Manual. Singapore: World Scientific.
