University of Technology Sydney

24202 Consumer Behaviour

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2021 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:


Result type: Grade and marks

Requisite(s): Completionof subject 26100 Integrating Business Perspectivesc Completion of subject 26100 Integrating Business Perspectives AND 24108 Marketing Foundations
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.


This subject covers the basics of consumer behaviour concepts. It develops an understanding of the overall consumer psychological processes and also develops a basic understanding of consumer decision making, consumer culture, and ethical and social responsibility issues within the consumer behaviour contexts. Throughout the subject, students are exposed to industry-based problems/situations that allow them to develop research, analytical and written/oral communication skills of relevance to their future practice.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. explain theoretical foundations of consumer behaviour and consumer experiences
2. apply consumer behaviour theories, frameworks and concepts to managerial marketing decision contexts.
3. evaluate and criticise existing marketing activities in practice based on consumer behaviour insights
4. design/create effective consumer oriented marketing strategies

Contribution to the development of graduate attributes

This subject develops knowledge and skills to link theories of customer behaviour to marketing decision making. It provides approaches that allow marketers to make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect customer behaviour and experiences.

This subject contributes to the development of the following graduate attributes:

  • Business knowledge and concepts
  • Business practice oriented skills

This subject also contributes specifically to develop the following Program Learning Objectives:

  • 1.1: Critically analyse relevant concepts to understand practice in business and related professions in a global workplace
  • 5.1: Apply technical and professional skills necessary to operate effectively in business and related professions

Teaching and learning strategies

This subject is based on dynamic and interactive lecture and tutorial sessions. The lectures provide the structure of the topic area, discussion of important theories, and relevant case deliberations. In addition to textbook materials, videos and/or case studies will be provided online prior to the lectures. Students are expected to review the readings as well as online materials and to be able to engage in student led discussions during the course of the lecture.

Tutorials provide an opportunity to discuss ideas, issues, and practical applications of relevant theories, as well as encouraging students to solve real world problems creatively. Students are expected to prepare answers to the discussion questions before attending tutorials.

The UTS Learning Management System is used extensively to share information, provide feedback and encourage interactions between staff and students. Videos of marketing topics and marketing campaigns (advertisements) will be provided before teaching sessions for students to formulate thoughts for group discussions.

An aim of this subject is to help you develop academic and professional language and communication skills to succeed at university and in the workplace. During the course of this subject, you will complete a milestone assessment task that will, in addition to assessing your subject-specific learning objectives, assess your English language proficiency.

Content (topics)

  • Consumer motivation, ability, opportunity, exposure, comprehension, memory, knowledge, and attitudes.
  • Consumer decision making
  • Consumer’s culture
  • Innovation, symbolic consumer behaviour, and ethical issues in consumer behaviour


Assessment task 1: One Tutorial Quiz (Individual)


This addresses subject learning objective(s):

1 and 2

Groupwork: Individual
Weight: 30%

Assessment task 2: Project Report (Group)


This addresses subject learning objective(s):

1, 2, 3 and 4

Groupwork: Group, group assessed
Weight: 30%

Assessment task 3: Final Examination (Individual)


This addresses subject learning objective(s):

1, 2 and 3

Groupwork: Individual
Weight: 40%

Minimum requirements

To pass the subject, students must achieve at least 50% of the final overall grade.

Required texts

Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters, Eugene Chan, Gavin Northey (2020) Consumer Behavior, 2nd Asia-Pacific Edition, Cengage Learning. (ISBN: 9780170439978)

Note: You should also study reference readings available through Canvas or discussed in lectures/tutorials.

Recommended texts

Guide to Writing Assignments, Faculty of Business, UTS. This is available at


Cialdini, Robert B. (2001), Influence: Science and practice.

Ariely, D. (2008). Predictably Irrational: The hidden forces that shape our decisions.

Gladwell, M. (2007). Blink: The power of thinking without thinking.

Thaler, R. H. & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness.

Duhigg, C. (2012). The Power of Habit: Why we do what we do in life and business.

Kahneman, D. (2011). Thinking, Fast and Slow.

Other resources

UTSOnline is a web-based learning tool. In Consumer Behaviour, UTSOnline is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Subject Materials).

It is an expectation and responsibility to access this resource and your UTS Email account at least once a week.

To log in to UTSOnline:

  1. Visit
  2. Type your username (your username is your student number, e.g. 12345678)
  3. Type your password (your password is the same as your email password). You will need to activate your UTS email account first
  4. Click 'Login'