MG404 Half Unit
Consumer Insights I: Behavioural Fundamentals
This information is for the 2017/18 session.
Dr Heather Kappes NAB5.04
This course is compulsory on the MSc in Marketing. This course is available on the Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange) and MSc in Social Innovation and Entrepreneurship. This course is available with permission as an outside option to students on other programmes where regulations permit.
For many companies, non-profit organisations, and political figures, success relies on understanding the “consumers.” What is it that they really want, and why? What information will they attend to, and what will they ignore? How do they make decisions, why do they sometimes make bad ones, and how can we help them make better ones? It can be tempting to answer these questions intuitively, based on your own experiences as a consumer. However, intuitions about human psychology are often wrong.
The aim of this course is to enable students to identify the major theories of consumer behaviour, and to apply these theories to understand behaviour at all stages of the consumer experience. Topics include:
• Chronic and temporary sources of customer needs, desires, and motivations
• How customers search for information, acquire, and process information
• How customers allocate attention and how to attract it
• Customer decision-making processes, and the heuristics and biases that play a role
• The formation of attitudes and intentions, and processes for persuasively changing them
• Social influences on intentions and behaviour, including unconscious determinants
• Why intentions are or are not translated into behaviour, and what strategies can be used to narrow the intention-behaviour gap.
30 hours of lectures in the MT.
Formative feedback will be provided on a plan/rough draft (1000 words) of the essay.
Consumer Behavior, 6th edition. Hoyer, MacInnis, & Pieters. South-Western Cengage Learning, 2010;
Consumer Behavior: Science and Practice. Kardes, Cronley & Cline. South-Western Cengage Learning.
Influence: The Psychology of Persuasion. Cialdini, Robert. Collins Business, 2006.
Further references, especially for journal articles and HBS case studies, will be provided at the commencement of the course.
Exam (60%, duration: 2 hours) in the main exam period.
Essay (40%, 2000 words) in the LT.
Total students 2016/17: 37
Average class size 2016/17: 46
Controlled access 2016/17: Yes
Lecture capture used 2016/17: Yes (LT)
Value: Half Unit
Personal development skills
- Problem solving
- Application of information skills
- Commercial awareness