USQ Logo
The current and official versions of the course specifications are available on the web at
Please consult the web for updates that may occur during the year.

UMK8011 Consumer Psychology

8W Teaching Period 5, 2021 Online
Short Description: Consumer Psychology
Units : 0.25
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
ASCED code : 080599 - Sales and Marketing not elsewh
Grading basis : Graded
Version produced : 11 April 2021


Enrolment is not permitted if MKT8001 has been previously completed


Consumption plays a significant part in our everyday lives. Indeed, understanding the effects of what, when, how and why people consume is essential to understanding a great deal about humanity. Consumer psychology explores how perceptions, attitudes, beliefs, and emotions influence how people buy, and their relationships with the goods and services that they purchase.


On successful completion of this minicourse, students should be able to evaluate and analyse individual consumer buyer behaviour and apply technical knowledge of buyer behaviour concepts including: analysis of influences on perception and how this applies to consumer behaviour; understand the role of motivation, emotion and personality in purchasing and consumption, understand concepts of consumer attitudes to consumer behaviour; evaluate individual consumer buyer behaviour and analyse the influence of marketing on consumer decision making.

Please be advised that this minicourse is made up of four parts please see MKT8001 for the full course specification.


On successful completion of this course students should be able to:

  1. evaluate and analyse individual consumer buyer behaviour and apply technical knowledge of buyer behaviour concepts (MKT8001 LO3).


Description Weighting(%)
1. Perceptions 25.00
2. Attitudes 25.00
3. Learning 25.00
4. Behaviour 25.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

There are no texts or materials required for this course.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Arnold, J. Robertson, I. and Cooper, C 1995, Work psychology. Understanding human behaviour in the workplace, 2nd edn, Pitman, London.
Bagozzi, R., Gopinath, M, and Nyer, P 1999, 'The Role of Emotions in Marketing', Journal of the Academy of Marketing Science, pp. 184-207.
Bell, H. A, 'Contemporary Framework for Emotions in Consumer Decision-Making: Moving Beyond Traditional Models', International Journal of Business and Social Science, vol. 2, no. 17,
Boone, L.E.,& Kurtz, D.L 2010, Contemporary business, 14th edn, John Wiley & Sons, Inc, Hoboken, New Jersey.
Braun, K. A 1999, 'Postexperience advertising effects on consumer memory', Journal of Consumer Research, vol. 25, no. 4, pp. 319-334.
(from Cornell University, School of Hospitality Administration site: (Links to an external site.).)
Greenwald, A. G., & Banaji, M. R 1995, 'Implicit social cognition: Attitudes, self-esteem, and stereotypes', Psychological Review, vol. 102, no. 1, pp. 4-27.
Jansson-Boyd, C. V 2010, Consumer Psychology, McGraw-Hill Education, Maidenhead,
Jansson-Boyd, C. V 2010, Consumer Psychology, McGraw-Hill Education, Maidenhead.
(Retrieved from (Links to an external site.).)
Lang, B 2017, 'Using the theory of planned behaviour to explain the widespread consumption of counterfeit sports jerseys among American college students', Journal of Customer Behaviour, vol. 16, no. 4, pp. 315-332.
Simons, D 2010, The Monkey Business Illusion,
(Simons, D. The Monkey Business Illusion (2010).)
Solomon, M 2015, Consumer behavior: buying, having, and being, 11th global edn, Prentice Hall, Boston, Massachusetts.
Wells, V., & Martin, D 2017, 'Research frontiers in cognitive, socio-cognitive, behavioural, social and applied psychology: implications for marketing theory and consumer research', Journal of Marketing Management, vol. 33, 11/12, pp. 872-877.
Yingxu, W. and Davrondzhon, G 2010, 'The Cognitive Process of Comprehension: A Formal description', International Journal of Cognitive Informatics and Natural Intelligence, vol. 4, no. 3, pp. 44-58.
‘Perception Process’, section 2.1 from the book A Primer on Communication Studies (v. 1.0) 2012. (Links to an external site.) (Accessed May 2019).

Student workload expectations

Activity Hours
Assessments 10.00
Directed Study 30.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
Assessment 1 50 100 08 Oct 2021 (see note 1)

  1. The assessment for this minicourse is due 4 weeks after teaching concludes. Students have access to the learning platform for a total of 11 weeks.

Important assessment information

  1. Attendance requirements:
    There are no attendance requirements for this course. However, it is the students’ responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item. Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grade for the full course will be assigned on the basis of the aggregate of the weighted marks obtained for each mapped minicourse, once all assessments have been successfully undertaken.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    There is no examination in this course, there will be no deferred or supplementary examinations.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at

Evaluation and benchmarking

internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration between business and academic planning, and (iii) regular and rigorous review.

Other requirements

  1. There are 4 minicourses at 0.25 credit point that map to 1 full course. To receive credit for this minicourse into the full course, students must successfully pass the assessment. Once all 4 mapped minicourses have been successfully completed, a credit into the full course applies.

Date printed 11 April 2021