AD1CPS: Consumer Psychology

Module code: AD1CPS

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: 4

When you’ll be taught: Semester 2

Module convenor: Ms Sandra Preciado , email: s.l.preciado@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2025/6

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 3 April 2025

Overview

Module aims and purpose

This module will introduce you to basic concepts, methods, and theories in psychology and psychological processes pertinent to the consumption of goods and services by different consumer groups. These concepts will draw on traditional areas of psychology including cognitive, social, and developmental psychology, and will introduce students to key perspectives in the psychology of marketing. You will discuss examples of how psychological research has been used in marketing and gain experience in conducting and reporting consumer psychology research studies. 

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. know, understand, and critically analyse key debates, concepts, and theories about the influence of psychological and social processes as they apply in the consumer context. 
2. describe, analyse, and evaluate research in consumer psychology.  
3. know and discuss different research designs in consumer psychology and some of the research approaches and/or instruments researchers use to study some of the concepts seen in this module.   
4. apply consumer psychology concepts, theory and research thinking about making recommendations for businesses and/or focusing on consumers' well-being.   

Module content

Introduction to the module, discipline and research

• Introduction to the module, introduction to psychology, and consumer psychology
• Research methods

How to study psychology and human behaviour using different perspectives

Individual

Biology

• Biological foundations of behaviour 
• The interplay of nature and nurture
• Sensation

Cognition

• Perception
• Learning
• Cognition and language 

Affect

• Motivation
• Emotion

Other areas

• Human development in children and adults
• Self and identity
• Personality

Social

• Attitudes and persuasion
• Social influence and groups

Structure

Teaching and learning methods

The above topics will be presented in a series of lectures, videos, seminars, and discussions. Teaching will include a mixture of face-to-face and online activities. 

Study hours

At least 34 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.