MKT46060 Consumer Behavior

Academic Year 2023/2024

This course provides a comprehensive introduction to certain important concepts of consumer behavior and decision making. This course is particularly designed for students of the various MSc Marketing Programs- with a focus on equipping them with necessary knowledge, in addition to encouraging them to engage in critical thinking and strategic application of behavioral sciences to make a difference in the marketplace.

In this course, we will visit various core concepts, theories, and constructs related to consumer behavior, which continue to shape marketing practices in an ever-evolving marketplace. By understanding various nuances of consumers’ decision making, and, the rationale behind what may at times seem to be counterintuitive behavioral tendencies and responses, students will be positioned to better anticipate and react to various influences on consumers’ decision making. In addition to learning from theory, we will also engage in exercises and activities designed to help the students internalize and critically apply knowledge of consumer behavior to solve actual and/or hypothetical problems.

[Note: A detailed Module Outline will be shared with the enrolled students closer to commencement of the module]

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Curricular information is subject to change

Learning Outcomes:

• Understand certain fundamental theories of consumers’ behavior and decision making.
• Understand concepts of Attitudes and Persuasion.
• Understand and leverage tenets of Prospect Theory and Mental Accounting.
• Understand certain interactions between the society and consumers’ conceptualizations of themselves, in influencing consumers’ actions and choices.
• Develop the ability to leverage knowledge of consumer behavior, to anticipate and take action to solve problems in today’s marketplace.

Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Group Project: Assignment (Group)
[Details and Deadlines will be shared after course commencement]
Unspecified n/a Graded No


Continuous Assessment: Class Participation (Individual) Throughout the Trimester n/a Graded No


Group Project: Final Group Project (Group)
[Note: Students can refer to the Module Outline for details about the deliverables required for this Group Project component]
Throughout the Trimester n/a Graded No


Multiple Choice Questionnaire: Online Quizzes (Individual) Throughout the Trimester n/a Graded No



Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Online automated feedback

How will my Feedback be Delivered?

Not yet recorded.

Each session will have an assigned list of readings. The list consists of textbook chapters, web articles, as well as research articles that have appeared in psych, econ and marketing journals. A detailed session-wise reading list will be shared at a later date upon commencement of the module.
[Note: Most of the research articles can be searched for and accessed through the UCD library.]

Other than the curated articles in the reading list, the instructor would suggest the following as an accompanying book. We may refer to a few chapters from time to time; the book may be useful for students without a prior Marketing or Consumer Behavior background to pick up on some basics, and, the book may also be helpful for the group project for some students.
Book: ‘Consumer Behavior’ (Seventh Edition) by Hoyer, Macinnis and Pieters; Cengage Learning’.
[Note: The UCD Blackrock library has a few copies of this book.]

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