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Consumer Behaviour II - MAN00019I

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  • Department: The York Management School
  • Module co-ordinator: Prof. Kristian Myrseth
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2023-24

Module summary

This module aims for the students to develop an understanding of:

  • Critical awareness of the importance of branding decisions in the broader marketing and organisational context
  • Systematic understanding of key elements of brand strategy analysis and development frameworks, e.g., those used to analyse brand equity, to develop brand positioning, to create successful brand extensions
  • Critical understanding of brand management issues of particular relevance in an international/global context, e.g., country-of-origin branding, foreign branding

Module will run

Occurrence Teaching period
A Semester 1 2023-24

Module aims

This module aims for the students to develop an understanding of:

  • Consumer behaviour and its role in marketing and management

  • Basic and interdisciplinary principles that shape consumer behaviour

  • Psychological science, including areas of social and cognitive psychology relevant to marketing

  • Consumer research methods.

Module learning outcomes

Subject content

  • Demonstrate understanding of consumer decision making and judgment

  • Appreciate interdisciplinary approaches to consumer behaviour

  • Demonstrate ability to evaluate and apply psychological principles (cognitive, social, and behavioral)

  • Successfully evaluate and develop managerial applications of principles of consumer behaviour

Academic and graduate skills

  • Ability to identify and evaluate systematic influences on consumer behaviour

  • Ability to apply principles of consumer behaviour strategically in marketing contexts

  • Ability to design and critically evaluate consumer choice architecture

  • Ability to interpret research on consumer behaviour

  • Ability to conduct research on consumer behaviour

Module content

Indicative lecture topics:

  • Perception

  • Choice architecture

  • Hedonic judgment

  • Emotions

  • Temptation and self-control

  • Social cognition and social influence

  • Cultural differences (and similarities) – social and cultural aspects of consumption

  • Pricing tactics


Task Length % of module mark
2000 word Individual Essay
N/A 80
Group work - written portfolio
N/A 20

Special assessment rules



Task Length % of module mark
Individual Essay
N/A 100

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

Useful textbooks

  • Kahneman, D. (2011). Thinking Fast and Slow. London: Penguin Group.

  • Thaler, R. H., & Sunstein, C. R. (2009). Nudge: Improving Decisions about Health, Wealth and Happiness. London: Penguin.

  • Solomon, M. R. (2015). Consumer Behaviour. Global Edition 11th edition. London: Pearson.

Useful Journals

  • Journal of Consumer Psychology

  • Journal of Consumer Research

  • Journal of Marketing

  • Journal of Marketing Research

  • Harvard Business Review

  • California Management Review

  • MIT Sloan Management Review

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.