AP3EC2-Consumer Attitudes

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites: AP2EC1 Consumer Behaviour
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Giuseppe Nocella
Email: g.nocella@reading.ac.uk

Type of module:

Summary module description:

Learn what attitudes are, how they are formed, modified, measured and applied in studies aimed at exploring contemporary consumer issues. Practise using multivariate statistical techniques to broaden your knowledge and research skills. Gain scientific background in the disciplines of consumer science (consumer behaviour, consumer policy and consumer research methods) and develop insights into making marketing decisions taking into account attitudes and attitude change.

Aims:

The key objective of this module is to provide students with a basic understanding of attitudes, how they are formed, modified, measured, and applied in studies aimed at exploring contemporary consumer issues. Theory and practice using multivariate selected statistical techniques will broaden students’ knowledge and research skills, providing them with a scientific background for related disciplines in the area of consumer science (consumer behaviour, consumer policy and consumer research methods) and insights for marketing decisions taking into account attitudes and attitude change.

Assessable learning outcomes:
Students will be able to recognise and describe what attitudes are, how they can serve different goals or psychological needs, and why they are so central to our social life. They will be able to identify the structure and strength of attitudes, the role of information and the influence of other external sources in the formation of attitudes.
Students will appreciate the role of persuasion (the dual processing model) and the influence of attitudes on behaviour (Fishbein model, Theory of Re asoned action, Theory of Planned Behaviour, Theory of Trying). Further, they will be able to measure attitudes under the umbrella of expectancy value models and to interpret and discuss outputs of empirical research.

Additional outcomes:
Students will develop skills both in measuring attitudes employing theoretical frameworks and in applying selected multivariate statistical techniques within a research perspective using SPSS. Students will widen their abilities in data analysis and interpretation of results for use in marketing, political or organisational decisions.

Outline content:

• Basic issues in attitude research


• The measurement of attitudes


• The nature and origin of attitudes


• Attitude change and resistance


• Influence of behaviour on attitudes


• Consequences of attitudes

Brief description of teaching and learning methods:
The module will consist of a series of four two-hour lectures and six one hour lectures followed by a one hour session held in the computer lab. Students will be expected to undertake data analysis and to comment on results, and then complete a written assignment.