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BUU33710 Consumer Behaviour

(Formerly 'Marketing for Different Organisational and Business Contexts')

(5 ECTS credits)



Dr. Farhoodeh Zameni

Module Description / Content:

To understand the consumer, you must know the consumer. This module aims to provide a basic framework for thinking systematically and critically about consumer behaviour. The module introduces the contemporary conception of consumer psychology, from the perspective of ‘dual processes’. This perspective sees a consumer of two minds: the ‘automatic and intuitive’ versus the ‘conscious and deliberate’. Against the backdrop of the rational choice model, the module considers implications for consumer behaviour: heuristics, bias, naïveté, reflexes, habits, and susceptibility to influence. Students will explore applications of these ideas to a range of marketing contexts, and in particular to ‘choice architecture’, the design of user-centric decision environments.

Learning and Teaching Approach:


Theory of consumer psychology will take centre stage in this course, and many of the readings will be of academic flavour. The objective is for students to master key concepts and successfully apply these throughout marketing contexts.

    • Reading and independent learning: Students are expected to read required readings, and to prepare for sessions according to the weekly guidelines on Blackboard. Students are individually responsible for all of the material in the required readings. The readings will cover most of the course material, but lectures may also introduce new material. Students should not see readings as substitutes for lectures. Students are encouraged to share questions about their readings in lectures and class discussions.
    • Case studies: Case studies serve the purpose of illustrating concepts in practice and offer opportunity to grapple with the material. Students are required to prepare cases in advance, as indicated in the weekly guidelines (see Blackboard). Students are expected to think independently about application of course concepts to the case studies.
    • Class discussion: Upon completion of preparatory work, students are expected to contribute to class discussions with questions and comments. Ideas should be shared in structured and constructive fashion.
    • Group Project: The group exercise constitutes an important element of the module. Throughout the period of instruction, time in tutorials is devoted to work on the Group Project. To ensure effective progress on the Group Project, students are strongly encouraged to stay up-to-date on the readings and the module material, more generally.

Learning Outcomes:

Having successfully completed this module, the student should be able to:

  • Understand and successfully apply key concepts of consumer psychology
  • Understand and critically evaluate consumer decision making
  • Design and critically evaluate consumer choice architecture
  • Identify and critically evaluate the role of consumer psychology in marketing strategy


Essential Texts/Key Reading:


A bibliography will be provided for each session. The module does not follow any textbooks, per se, but a significant portion of the material will be assigned from the following two books:

  • Kahneman D (2011) Thinking Fast and Slow. London: Penguin Group
  • Thaler R H & Sunstein C R (2009) Nudge: Improving Decisions about Health, Wealth and Happiness. London: Penguin

Additional (digital) Resources:

  • Haugtvedt, C. P., Herr, P. M., & Kardes, F. R. (2008) Handbook of Consumer Psychology. London: Taylor & Francis Group
  • Koehler D & Harvey N (2007) Blackwell Handbook of Judgment and Decision Making. London: Wiley-Blackwell

Module Prerequisite:

BUU22520 Principles of Marketing (SF Year)


  • Individual Written Assignment 70%
  • Group Project 30%