24202 Consumer Behaviour

Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject level:

Undergraduate

Handbook description

A clear understanding of consumer behaviour is critical for developing and evaluating effective marketing strategies. This subject provides a theoretical grounding in the field of customer behaviour examining both the internal and external human factors affecting behaviour and decision-making. It develops an awareness and understanding of customers as the central focus of marketing action, and discusses relevant theories developed in marketing, psychology and other behavioural sciences. This subject develops students' abilities to apply customer behaviour concepts to marketing problems.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. explain theoretical foundations of consumer behaviour and consumer experiences
2. apply consumer behaviour theories, frameworks and concepts to managerial marketing decision contexts.

Contribution to course aims and graduate attributes

Effective marketing builds on an in-depth understanding of how consumers behave and what they experience. This subject develops knowledge and skills to link theories of consumer behaviour to marketing decision-making. It provides approaches that allow marketers to make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect consumer behaviour and experiences. This subject develops skills linked to the Faculty's graduate attribute that looks at developing critical thinking, creativity and analytical skills.

Teaching and learning strategies

This subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate, and the workshops are built around in-class exercises and presentations. These classes are supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) is used to share information and encourage interaction between staff and students. Students also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject addresses topics like the following:

• Consumer attention and comprehension, memory, judgment and choice
• Approaches to persuasion: message-learning, cognitive, self-persuasion and social influence
• Marketing practice and consumer behaviour
• Managerial decision-making in marketing

Assessment

Assessment Item 1: Mid-semester exam (Individual)

Assessment Item 2: Project Report (Group)

Assessment Item 3: Final Exam (Individual)

Minimum requirements

To pass the subject, students must achieve at least 50% of the final overall grade.

Required texts

Wayne D. Hoyer, Deborah J. MacInnis and Rik Pieters (2012) Consumer Behavior, 6th edition, South-Western Cengage Learning.

Note: You should also study reference readings available through UTSOnline or discussed in lectures/tutorials.

References

Quester, Pascale, Pettigrew, Simone and Hawkins, Del (2011), Consumer Behaviour: Implications for Marketing Strategy. 6th edition. Sydney: McGraw-Hill.

Schiffman, Leon, O'Cass, Aron, Paladino, Angela, D'Alessandro, Steven and Bednall, David (2010), Consumer Behaviour. 5th edition. Sydney: Pearson Australia.

Solomon, Michael R., Russell-Bennett, Rebekah and Previte, Josephine (2010), Consumer Behaviour: Buying, Having, Being. 2nd edition. Sydney: Pearson Australia.

Blackwell, Roger, D'Souza, Clare, Taghian, Mehdi, Miniard, Paul and Engel, James (2006), Consumer Behaviour: An Asia Pacific Approach. 1st Edition. Sydney: Cengage Learning.

Kardes, Frank R., Cronley, Maria L. and Cline, Thomas W. (2011), Consumer Behavior. Mason, OH: South-Western Cengage Learning.

Babin, Barry J. and Harris, Eric G. (2011), CB2. Mason, OH: South-Western Cengage Learning.

Cialdini, Robert B. (2001), Influence: Science and Practice. 4th edition. Boston, MA: Allyn and Bacon.

Underhil, Paco (2000), Why We Buy: The Science of Shopping. London: Simon & Schuster.

Ariely, Dan (2008), Predictably Irrational: The Hidden Forces That Shape Our Decisions: Harper Collins.

Other resources

UTSOnline is a web-based learning tool. In Customer Behaviour, UTSOnline is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Subject Materials); and checking your grades (via Tools).

It is an expectation and responsibility to access this resource at least once a week.

To log in to UTSOnline:

1. Visit http://online.uts.edu.au
2. Type your username (your username is your student number, e.g. 12345678)
3. Type your password (your password is the same as your email password). You will need to activate your UTS email account first
4. Click 'Login'