Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Lecture
Seminar
Tutorial
Module Offerings
6031BUSMK-SEP-MTP
Aims
This module builds upon the Level 4 Consumer Behaviour module and further drills down how the psychological elements of human cognition, such as attention and memory, apply to the understanding of consumers and their behaviours in a marketing context.
Learning Outcomes
1.
Critically evaluate major behavioural, cognitive and biological perspectives of psychology such as perception, attention, memory and learning.
2.
Critically understand, identify and summarise key concepts in consumer psychology and evaluate how such theories may inform strategic marketing decisions.
3.
Critically analyse human cognitive abilities and how they manifest in a consumer behaviour context such as advertising.
Module Content
Outline Syllabus:1. Introduction to psychology
2. Psychological perspectives
3. Reductionism within psychology
4. Attention
5. Perception
6. Multi-sensory perceptual psychology
7. Sensory memory
8. Working/Short term memory
9. Explicit long term memory
10. Implicit long term memory
11. Behavioural learning
12. Cognitive learning
13. Decision making models
14. Pre-purchase behaviour
15. Heuristics
16. Emotion
17. Psychology in different consumers
Module Overview:
This module builds upon the Consumer Behaviour module and further discusses how the psychological elements of human cognition, such as attention and memory, apply to the understanding of consumers and their behaviours in a marketing context.
This module builds upon the Consumer Behaviour module and further discusses how the psychological elements of human cognition, such as attention and memory, apply to the understanding of consumers and their behaviours in a marketing context.
Additional Information:Behavioural, cognitive and biological perspectives of consumer psychology, has a heavy research foundation. Accordingly, students are expected to read up to date research articles within the field. They are also expected to critically analysis this research during the module assessment.