University of Technology Sydney

24909 Consumer Research

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 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:


Result type: Grade and marks

There are course requisites for this subject. See access conditions.


This subject provides students with critical understanding of a range of key topics in consumer research that serves as a foundation for students to develop their own research. Topics covered focus on consumer information processing, including information acquisition, integration, and effects on behaviour/decision making. Participation in the subject facilitates students' development of analytical skills involving the identification and evaluation of different research streams thus enabling them to propose and undertake new research to the advancement of current knowledge.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Reflect critically upon the literature related to consumer research and evaluate it with respect to theoretical propositions, methodology, and conclusions
2. Synthesize contemporary thinking in fundamental topics in consumer research
3. Propose robust research ideas and develop appropriate methodologies to investigate them

Contribution to the development of graduate attributes

This subject is designed not only to expose students to foundational literature on consumer research but also to support the development of academic research skills. It is based on a hands-on approach whereby students critically analyse existing research, participate in in-class research discussions with instructor and other students, and create research ideas with potential to significantly contribute to the literature. Hence, this subject contributes to the development of the following graduate attributes:

  1. Business knowledge and concepts

  2. Critical thinking, creativity and analytical skills

  3. Communication and interpersonal skills

Teaching and learning strategies

The subject is based on collaborative learning activities in a research workshop format. The subject is constructed so as to challenge the students and encourage them to develop independent thinking while working collaboratively. Students engage in the essential content by preparing critical evaluations of readings assigned for each session. The instructor facilitates in-class discussion where students share their thoughts on the material and provide feedback to each other in a supportive environment. Students are expected to examine not only the content area of each paper but also its methodology and implications, then explore new possibilities through the proposal of research ideas.

Through exposure to a range of fundamental theories in the field, in-depth analysis of core research, and critical discussion and feedback from instructor and peers, students will develop the ability to apply this learning and skills to their own research.

Students are expected to prepare for class by reading and critically analysing the assigned literature prior to class so that the instructor can facilitate individual and group discussions, and activities in class. Formative feedback is given continually both in class and outside class time.

The learning management system will be used to share information (including readings) and encourage interaction between staff and students.

Content (topics)

  • Knowledge acquisition, representation, and accessibility
  • Goals
  • Emotions
  • Culture and social influences
  • Information integration / attitudes
  • Output processes

Minimum requirements

In order to pass the course students must:

  • Achieve a pass mark (>=50%) on all components

Required texts

A list of mandatory readings for each session will be placed at UTSOnline.

Recommended texts

A list of additional readings will be placed on UTSOnline.