To provide an understanding into the psychological and social factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. To discuss the effective engagement and handling of business customers. Taking a multi-disciplinary approach, the module particularly draws on theory from psychology, social psychology, sociology, information systems and the marketing literature. The purpose of the module is to explore and apply consumer and business customer buying behaviour models in a contemporary context.

Term(s) offered: Autumn term module; 20 [10 ECTS credits]
Credit: 3.0
General Education: [None]