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This module will introduce students to the academic discipline of consumer behaviour and foster a critical understanding of both historical and contemporary issues in the field of consumer behaviour, and basic concepts in the study of consumers. This module emphasises the centrality and breadth of consumption in our lives. Students will be challenged to reflect on their own experiences as consumers.
The module thereby draws on different scientific disciplines (e.g., psychology, sociology, economics, and anthropology) to uncover the complexity of modern-day consumer behaviour. For example, students will learn how individual consumer characteristics, such as motives, personality, identity, and their cultural background, etc. shape consumption decisions.
Furthermore, students will develop an understanding of the practical relevance of the discussed concepts through a series of exercises and the continuous assessment component of the module.