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    An in-depth examination of consumer behaviour, including psychological, sociological, and individual characteristics influencing consumer behaviour and the relationship between business, consumers and global consumption.

    About this paper

    Paper title Consumer Behaviour
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Semester 1 (On campus)
    Domestic Tuition Fees ( NZD ) $937.50
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    MART 112
    Schedule C

    Teaching staff

    Professor Rob Aitken
    Associate Professor Leah Watkins

    Paper Structure

    Lecture topics include:

    • World of consumers
    • Perception and sensation
    • Learning and memory
    • Motivation and values
    • Legislation/codes
    • The self, personality, lifestyles
    • Attitudes and persuasion
    • Decision making
    • Group influences on consumer buying
    • Cultural influences on consumer buying
    • Consumers and sub-cultures
    • The global consumer
    Teaching Arrangements
    Students must attend two 50-minute lectures every week and one 50-minute tutorial when scheduled.

    Recommended Text: Solomon, M., Russell-Bennett, R., and Previte, J. (2019) Consumer Behaviour: Buying, Having, Being. (4th or 5th edition). Pearson Education, Australia.

    Student etext purchase link:

    Additional readings will also be provided on each topic throughout the paper.

    Course outline
    View the course outline for MART 210
    Graduate Attributes Emphasised
    Global perspective, Interdisciplinary perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Research, Self-motivation, Teamwork.
    View more information about Otago's graduate attributes.
    Learning Outcomes

    Students who successfully complete this paper will:

    • Critically examine psychological and sociological factors influencing consumer behaviour
    • Describe and discuss the relationship between business, consumers and global consumption
    • Critically examine marketing's impact on consumers
    • Examine cultural influences and summarise different viewpoints on consumer behaviour
    • Develop and apply information literacy skills and conduct a critical review of consumer behaviour research literature
    • Demonstrate teamwork and professional oral and written presentation skills


    Semester 1

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Tuesday 14:00-14:50 9-13, 15-22
    Wednesday 14:00-14:50 9-13, 15-22


    Stream Days Times Weeks
    Attend one stream from
    T1 Monday 09:00-09:50 11, 16, 18-19
    T2 Monday 10:00-10:50 11, 16, 18-19
    T3 Monday 11:00-11:50 11, 16, 18-19
    T4 Monday 12:00-12:50 11, 16, 18-19
    T5 Monday 15:00-15:50 11, 16, 18-19
    T6 Tuesday 09:00-09:50 11, 16, 18-19
    T7 Tuesday 12:00-12:50 11, 16, 18-19
    T8 Wednesday 09:00-09:50 11, 16, 18-19
    T9 Wednesday 15:00-15:50 11, 16, 18-19
    T10 Thursday 10:00-10:50 11, 16, 18-19
    T11 Tuesday 10:00-10:50 11, 16, 18-19
    T12 Thursday 11:00-11:50 11, 16, 18-19
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