Lecture 1 (5)
Course Overview
University: University of Greenwich
Module Code: MARK1303
Instructor: Dr. Octavio Murekian
Email: o.Murekian@greenwich.ac.uk
Date: 17/02/23
Module Introduction
Title: Introduction to Consumer Behaviour
Module Schedule
Week 1: Introduction to Consumer Behaviour
Date: 23/09/24
Lecture: Introduction to consumer behaviour - Solomon (2019) Chapters 1 & 2
Tutorial: Introduction to Module and Assignment Brief for Exam
Week 2: Culture and Consumer Behaviour
Date: 30/09/24
Lecture: Culture and consumer behaviour - Solomon (2019) Chapters 12 & 13
Tutorial: Different approaches to consumer behaviour
Week 3: The Self and Motivation
Date: 07/10/24
Lecture: The self & Motivation - Solomon (2019) Chapter 4
Tutorial: Consumption subcultures and Consumer Rituals
Week 4: Values & Culture
Date: 14/10/24
Lecture: Values & Culture - Solomon (2019) Chapter 5
Tutorial: The self and motivation
Week 5: Attitudes
Date: 21/10/24
Lecture: Attitudes - Solomon (2019) Chapter 7
Tutorial: Means-end chain
Week 6: Consumer Learning and Memory
Date: 28/10/24
Lecture: Consumer Learning and Memory - Solomon (2019) Chapter 6
Tutorial: Attitudes
Week 7: Consumer Decision Making
Date: 04/11/24
Lecture: Consumer Decision Making - Solomon (2019) Chapter 8
Tutorial: Classical and Operant Conditioning
Week 8: Social Influences
Date: 11/11/24
Lecture: Social influences, the group and social media - Solomon (2019) Chapter 9
Tutorial: Assessment-focused session: Answering Questions
Week 9: Income and Social Class
Date: 18/11/24
Lecture: Income and Social Class - Solomon (2019) Chapter 11
Tutorial: Assessment-focused session: Theoretical Application
Week 10: Perception and Postmodern Consumer Culture
Date: 25/11/24
Lecture: Perception and postmodern consumer culture - Solomon (2019) Chapter 4
Tutorial: Assessment session: Exam Practice and Q&A
Definition of Consumer Behaviour
Concept: Consumer behaviour is defined as the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires.
Broader Perspectives on Consumer Behaviour
Beyond Purchase and Consumption:
Recommendations:
Word-of-Mouth
Lifestyle factors
Analysis of After-Purchase Behavior, Cultural Recognition, Economic factors, Income, and Customer Experience
Social Influences: Understanding cultural, social, and personal behaviors, alongside psychological factors
Meaning of Consumption
Significance:
Consumption is not only about actions but also about the meanings attached to those actions.
Recognizes that consumption goes beyond practical problem-solving
Concepts such as consumption as a lifestyle statement, satisfying psychological needs, and cultural symbolism in product meaning.
Interdisciplinary Approach in Consumer Behaviour Research
Disciplines Recognized:
Experimental Psychology: Focus on perception, learning, and memory interactions with magazine usage
Clinical Psychology: Investigates product roles in psychological adjustment
Social Psychology: Examines product roles relating to group dynamics and peer pressure
Semiotics/Literary Criticism: Analyzes communication of meaning in marketing
History and Cultural Anthropology: Studies the evolution of cultural depictions and definitions of gender roles.
Key Concepts in Consumer Behaviour
Focus Points:
Consumer Behaviour is inherently social; concerns individual characteristics, influences from reference groups, and self-concept.
Concepts include:
Classical Conditioning
Social Comparison
Cognitive Dissonance
Perception & Decision Making (e.g., Decoy Effect)
Stimulus-Response Model
Case Study: The Marshmallow Experiment
Introduction to behavioral psychology through consumer decision-making scenarios.