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Critically discuss the role of culture in Consumer Behaviour. Critically analyse using example/s from industry.
Structure and Presentation 10% Content is organized and appropriate; coherent; flow of information, arguments, and Concepts;
Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional
Knowledge and Understanding 40% Identifies, explains, and draws on appropriate theories, models, literature to demonstrate
depth and breadth of reading to address the question
Application 20% Application of theory or practical examples given appropriate to context
Analysis and Recommendations 30% Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate
3 conclusions, justified recommendations.
* Module Resources
A link to the module ‘Resource List’ is on the right-hand side of the module page, in the ‘Links’ block.
Essential Reading
Solomon, M., Bamossy G., Askegaard, S.and Hogg, M.K. (2013) Consumer Behaviour: A European Perspective, 5th Edition, Pearson.
Recommended Reading
Solomon, M. (2013) Consumer Behaviour: Buying, Having and Being. Pearson Education.
Schiffman, L G & Kanuk, L L and Hansen H (2012), Consumer Behaviour: A European Outlook, Pearson Education.
Hoyer, W D & MacInnis, D J and Peiters R (2008), Consumer Behaviour, Cengage Learning.
Journal Articles
Students will be expected to read a range of academic journal articles in order to sample, compare and criticize the
different buyer behaviour approaches (sample below):
Davies, A. and Fitchett, J.A. (2004), “Crossing culture’: a multi-method enquiry into consumer behaviour and the experience
of cultural transition,” Journal of Consumer Behaviour, 3(4), 315-330.
Debevec, K., Schewe , C. D., Madden, T. J., Diamond, W. D. (2013) “Are today’s Millennials splintering into a new
generational cohort? Maybe!” Journal of Consumer Behaviour, 12(1), 20–31.
Grønhøj, A. and Ölander, F. (2007) “A gender perspective on environmentally related family consumption,” Journal of Consumer
Behaviour, 6(4), 218–235.
Moss, G., Gunn, R., Heller, J. (2006), “Some men like it black, some women like it pink: consumer implications of differences
in male and female website design,” Journal of Consumer Behaviour, 5(4), 328–341.
Nancarrow, C., Nancarrow, P., Page, J. (2002), “An analysis of the concept of cool and its marketing implications,” Journal
of Consumer Behaviour, 1(4), 311–322.
