AD1CPS: Consumer Psychology

Module code: AD1CPS

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: Level 1 (Certificate)

When you'll be taught: Semester 2

Module convenor: Ms Sandra Preciado, email: s.l.preciado@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 20 May 2024

Overview

Module aims and purpose

This module will introduce you to basic concepts, methods, and theories in psychology and psychological processes pertinent to the consumption of goods and services by different consumer groups. These concepts will draw on traditional areas of psychology including cognitive, social, and developmental psychology, and will introduce students to key perspectives in the psychology of marketing. You will discuss examples of how psychological research has been used in marketing and gain experience in conducting and reporting consumer psychology research studies. 

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. know, understand, and critically analyse key debates, concepts, and theories about the influence of psychological and social processes as they apply in the consumer context. 
2. describe, analyse, and evaluate research in consumer psychology.  
3. know and discuss different research designs in consumer psychology and some of the research approaches and/or instruments researchers use to study some of the concepts seen in this module.   
4. apply consumer psychology concepts, theory and research thinking about making recommendations for businesses and/or focusing on consumers' well-being.   

Module content

Introduction to the module, discipline and research

• Introduction to the module, introduction to psychology, and consumer psychology
• Research methods

How to study psychology and human behaviour using different perspectives

Individual

Biology

• Biological foundations of behaviour 
• The interplay of nature and nurture
• Sensation

Cognition

• Perception
• Learning
• Cognition and language 

Affect

• Motivation
• Emotion

Other areas

• Human development in children and adults
• Self and identity
• Personality

Social

• Attitudes and persuasion
• Social influence and groups

Structure

Teaching and learning methods

The above topics will be presented in a series of lectures, videos, seminars, and discussions. Teaching will include a mixture of face-to-face and online activities. 

Study hours

At least 34 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Feedback on the development of activities and discussions will provide the basis for formative assessment. 

Reassessment

Additional costs