Investigate the field of cognition and the methods psychologists use to study performance. Sort through the contents of the mind and determine how they relate to human behaviour. Address how the brain deals with memory, language and problem-solving.
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Subjects may require attendance
- 29 Nov 2021
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Students who successfully complete this subject will be able to:
Describe the psychological profiles of target consumers using the theoretical principles of human behaviour.
Analyse the relationship between psychological and social drivers underlying consumer behaviour and how these influence the consumer decision-making process and customer experience.
Evaluate the effectiveness of marketing practices and tactics designed to influence consumer behaviour.
Apply consumer behaviour principles and framework in a variety of contexts displaying ethical principles and cultural awareness.
Communicate professionally in a style appropriate for a business environment and context.
- Theoretical principles of human behaviour
- Psychological influences (needs, motivation, personality, self-concept, attitudes and perception) on consumer behaviour
- Social influences (reference groups, social class, culture and sub-cultures) on consumer behaviour
- Consumer decision making processes
- Ethical, social and environmental dilemmas in consumption behaviour
- Innovation, diffusion and adoption among consumers and consumer groups (influencers)
- Impact of digital technologies on consumption behaviour
- The way social marketing can be used to influence behaviour for socially and environmentally favourable outcomes
You cannot enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
You must have successfully completed the following subject(s) before starting this subject:
or if applicable student may have completed AVA10004
No special requirements
This subject aims to introduce students to key consumer behaviour theories and concepts such as psychological influences (needs, motivations, personality, perception, learning and attitudes) and external influences (family, social class, culture and subcultures). Students will learn about the diffusion and adoption of innovation, digital marketing, and social marketing, and the ways in which these can be used to influence consumer behaviour. Students will apply their knowledge to practical, realistic contexts to develop innovative solutions to business problems.
- Report - Individual (20-30%)
- Reflection portfolio - Individual (30-40%)
- Final Examination - Individual (30-50%)
Current study term: 28 Nov 21 to 27 Feb 22
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