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MKTG 202 Consumer Behaviour
Department: BSc Business management & BSc Accounting & Finance
Module Description: This module aims to develop students’ understanding of consumer research and its usefulness for marketing management in its application to how consumers behave. Conclusions from consumer research are not always directly accessible and are often also ambiguous in their messages; as such the course aims to reflect our current understanding of consumer behaviour drawing on disciplines such as sociology, psychology and consumer culture studies.
- Solomon, M. R. et al. (2019). Consumer behaviour : a European perspective. 7th edn. Harlow, England: Pearson.
- Ariely, D. (2011). Predictably irrational : the hidden forces that shape our decisions. Kennett Square, Pa.: Soundview Executive Book Summaries.
- Bocock, R. (2015). Consumption. London: Routledge.
- Bowlby, R. (2001). Carried away : the invention of modern shopping. New York: Columbia University Press.
- Klein, N. (2010). No logo : no space, no choice, no jobs. 3rd edn. New York: Picador.
- Schlosser, E. (2012). Fast food nation : the dark side of the all-American meal. Boston: Mariner Books/Houghton Mifflin Harcourt.
- Thaler, R. and Sunstein, C. R. (2021). Nudge : improving decisions about health, wealth and happiness. London, UK: Allen Lane.