Consumer Behaviour

Overview

This unit aims to introduce students to key consumer behaviour theories and concepts such as psychological influences (needs, motivations, personality, perception, learning and attitudes) and external influences (family, social class, culture and subcultures). Students will learn about the diffusion and adoption of innovation, digital marketing, and social marketing, and the ways in which these can be used to influence consumer behaviour. Students will apply their knowledge to practical, realistic contexts to develop innovative solutions to business problems

Learning outcomes

Teaching methods

Hawthorn

Assessment

Content

• Theoretical principles of human behaviour
• Psychological influences (needs, motivation, personality, self-concept, attitudes and perception) on consumer behaviour
• Segmentation
• Social influences (reference groups, social class, culture and sub-cultures) on consumer behaviour
• Consumer decision making processes
• Ethical, social and environmental dilemmas in consumption behaviour
• Innovation, diffusion and adoption among consumers and consumer groups (influencers)
• Impact of digital technologies on consumption behaviour
• The way social marketing can be used to influence behaviour for socially and environmentally favourable outcomes