Overview
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.
Learning outcomes
At the end of this course, students should be able to:
- Analyze the role of perception in consumer behaviour and understand how sensory marketing influences purchasing decisions.
- Examine how learning and memory shape consumer behaviour, including how brand associations and past experiences impact choices.
- Understand the influence of motivation and affect on consumer actions, including emotional drivers and psychological needs.
- Evaluate the role of the self in consumer behaviour, including identity, self-concept, and the impact of personal image on consumption.
- Assess how personality, lifestyle, and values affect consumer behaviour, shaping preferences and brand loyalty.
- Define attitudes and their impact on consumer choices, exploring the formation, measurement, and consistency of attitudes.
- Apply strategies to change attitudes through marketing communications, including persuasion techniques and message framing.
- Explore individual decision-making processes, distinguishing between high- and low-involvement purchases and heuristics in consumer choices.
- Investigate how group influence and social media impact consumer behaviour, including word-of-mouth, reference groups, and influencer marketing.
- Analyze consumer behaviour in buying, using, and disposing, including post-purchase evaluation, product disposal, and sustainability considerations.
- Examine the role of income and social class in shaping consumption patterns, status symbols, and economic constraints.
- Assess the impact of cultural influences on consumer behaviour, including norms, rituals, and cross-cultural marketing strategies.
Evaluation
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 | Weight |
| Lesson activities | 35% |
| Assignment - Part 1 | 10% |
| Assignment - Part 2 | 10% |
| Assignment - Part 3 | 20% |
| Final Examination | 25% |
| Total | 100% |
The final examination for this course must be requested in advance and written under the supervision of an AU-approved exam invigilator. Invigilators include either ProctorU or an approved in-person invigilation centre that can accommodate online exams. Students are responsible for payment of any invigilation fees. Information on exam request deadlines, invigilators, and other exam-related questions, can be found at the Exams and grades section of the Calendar.
Materials
Digital course materials
Links to the following course materials will be made available in the course:
Solomon, M. R., Main, K., White, K., Dahl, D. W., & Simpson, B. (2023). Consumer behaviour: Buying, having, and being (Canadian ed., 9th ed.). Pearson Canada. ISBN-13: 9780137652167
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.
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
Challenge for credit course registration form