Marketing (MKTG) 406

Consumer Behaviour (Revision 8)

MKTG 406 course cover

Revision 8 is closed for registrations, see current revision

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Delivery Mode: Individualized study online with eTextbook

Credits: 3

Area of Study: Applied Studies
(Business and Administrative Studies)

Prerequisite: MKTG 396 or an equivalent introductory marketing course.

Centre: Faculty of Business

MKTG 406 has a Challenge for Credit option.

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**Note: Students registering in grouped study mode are advised that there may be some differences in the evaluation and course materials information indicated below. To obtain the most up-to-date information, contact the Faculty of Business Student Support Centre at 1-800-468-6531.


Consumer behaviour is a discipline that examines how and why people make purchases. This marketing discipline applies knowledge from such areas as psychology, sociology, anthropology, and economics to describe and understand how consumers are likely to behave in many different consumption situations.

Knowledge of consumer behaviour principles allows marketers and other managers to become more effective because they have a better understanding of their customers. They can better predict consumer purchase decisions, determine the needs of target markets, and understand how consumers perceive and make use of marketing information. An awareness of consumer behaviour may also assist individuals in understanding their own buying decisions.

Consumer behaviour is a changing and interesting area because new research findings improve our understanding of consumers. It is likely you will be surprised and challenged by some of the concepts presented in the course.


  • Lesson 1: An Introduction to Consumer Behaviour
  • Lesson 2: Perception
  • Lesson 3: Learning and Memory
  • Lesson 4: Motivation and Affect
  • Lesson 5: The Self
  • Lesson 6: Personality, Lifestyles, and Values
  • Lesson 7: Attitudes
  • Lesson 8: Attitude Change and Interactive Communications
  • Lesson 9: Individual Decision Making
  • Lesson 10: Buying and Disposing
  • Lesson 11: Group Influences and Social Media
  • Lesson 12: Income, Social Class, and Family Structure
  • Lesson 13: Subcultures
  • Lesson 14: Cultural Influences on Consumer Behaviour
  • Lesson 15: The Creation and Diffusion of Culture


To receive credit for MKTG 406, you must achieve a grade of at least D (50 percent) on the Final Examination and an overall course grade of at least D (50 percent). The weighting of the composite grade is as follows:

Activity Weighting
Assignment 1 15%
Midterm Exam 20%
Assignment 2 25%
Final Exam 40%
Total 100%

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Note: The examinations for this course must be taken online with an AU approved exam invigilator at an approved invigilation centre. It is your responsibility to ensure your chosen invigilation centre can accommodate online exams. For a list of invigilators that can accommodate online exams, visit the Exam Invigilation Network.

Course Materials


Registration in this course includes an electronic textbook. For more information on electronic textbooks, please refer to our eText Initiative site.

Solomon, M., White, K., & Dahl, D. W. (2017). Consumer behaviour: Buying, having, being (7th Can. ed.). Toronto: Pearson Prentice Hall. ISBN 978-0-13-395809-6

A print version of the eText may be available for purchase from the publisher through a direct-to-student link provided on the course website; you can also acquire the textbook on your own if you wish.

Other Resources

All other learning resources will be available online.

Challenge for Credit Overview

The Challenge for Credit process allows you to demonstrate that you have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university-level course.

Full information about Challenge for Credit can be found in the Undergraduate Calendar.

Challenge Evaluation

To receive credit for the MKTG 406 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.

Online Exam

Undergraduate Challenge for Credit Course Registration Form

Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.

Opened in Revision 8, March 6, 2017.

View previous syllabus