2023/24 Taught Postgraduate Module Catalogue

LUBS5423M Cross-Cultural Consumer Psychology

15 creditsClass Size: 400

Module manager: Vasileios Davvetas
Email: v.davvetas@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2023/24

Module replaces

LUBS5422M - Consumer Behaviour Across Cultures

This module is not approved as an Elective

Module summary

The shift from individual country markets to an interconnected global marketplace has changed the way consumers make decisions and the strategies companies use to address global consumer needs profitably. This module aims at familiarising students with (1) the basic psychological concepts underlying consumer behavior, (2) the concept of globalisation and how it is perceived by consumers around the world, (3) the importance of culture in understanding differences in consumer behavior across countries, and (4) consumer dispositions toward globalisation, in-group/out-group biases, stereotypes toward foreign countries (and their socio-psychological origins). Understanding these concepts is fundamental for the development of global consumer insights and the successful design and implementation of international marketing strategies.

Objectives

The goal of the module is to expose students to psychological theories and concepts necessary to understand differences in consumer behaviour across cultures and enable the development of successful international marketing strategies. The module follows a dual approach. First, it covers the fundamental psychological theories that explain key international marketing phenomena. Second, it focuses on the application of those theories in understanding the phenomena of interest and their implications for international marketing practice.

Learning outcomes
Upon completion of this course, students will be able to:
1. Explore fundamental consumer psychology concepts
2. Critically discuss psychological theories informing international marketing discipline and practice
3. Appraise the role of culture and how it influences consumer behaviour
4. Critically assess the impact of cross-cultural differences in consumer behaviour for international marketing strategies
5. Determine consumer reactions to globalisation/anti-globalisation
6. Evaluate key international consumer research concepts and emerging consumer segments around the world.

Syllabus

Indicative content:
- Globalisation/anti-globalisation and convergence/divergence
- Basic concepts of consumer psychology and how they differ across cultures
- Culture and Consumer Culture Theory
- Social Identity Theory and Consumer Ethnocentrism / Xenocentrism
- Acculturation Theory, Cosmopolitanism, Immigration and Marketing
- Stereotype Theory, National and Country of Origin Stereotypes

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	9	1.00	9.00
Private study hours			121.00
Total Contact hours			29.00
Total hours (100hr per 10 credits)			150.00

Opportunities for Formative Feedback

There will be several opportunities for formative feedback throughout the module. In seminars, students will be asked to complete psychometric scales to assess the concepts covered in class and receive feedback for the implications of their exercise. They will also have the opportunity to work on case studies in groups and individually to assess concepts related to stereotypes, identities and globalisation attitudes. Moreover, seminars will include debates on contentious topics of international consumer research such as the positives and negatives of globalisation, reshoring policies, anti-trade sentiments, etc. which will give them the opportunity to learn from others and update their own opinions. Through these efforts, students will receive feedback on the practical relevance of the taught content for international marketing practice.

Methods of assessment

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	3 hr	100.00
Total percentage (Assessment Exams)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 27/03/2023

Disclaimer

Browse Other Catalogues

• Undergraduate module catalogue
• Taught Postgraduate module catalogue
• Undergraduate programme catalogue
• Taught Postgraduate programme catalogue

Errors, omissions, failed links etc should be notified to the Catalogue Team.PROD