• Class Number 2390
  • Term Code 3030
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Toni Eagar
    • Dr Toni Eagar
  • Class Dates
  • Class Start Date 24/02/2020
  • Class End Date 05/06/2020
  • Census Date 08/05/2020
  • Last Date to Enrol 02/03/2020
SELT Survey Results

An understanding of the needs and behaviours of consumers is an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process, internal and external influences on consumer behaviour.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

  1. Identify the major influences in consumer behaviour
  2. Distinguish between different consumer behaviour influences and their relationships
  3. Establish the relevance of consumer behaviour theories and concepts to marketing decisions
  4. Implement appropriate combinations of theories and concepts
  5. Recognise social and ethical implications of marketing actions on consumer behaviour
  6. Use most appropriate techniques to apply market solutions

Research-Led Teaching

This course aims at giving students the thrill of discovery by offering a balance of theoretical background and practical exposure. To that end, the approach in this course is to incorporate marketing-related examples, trends and developments that derive from academic research but with a focus on the latest in knowledge and practice.

Field Trips

There are no field trips.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

See Wattle.

Required Resources

Consumer Behaviour: Buying, having, being

   Author: Solomon, Russell-Bennett and Previte

   Publisher: Pearson

   Edition: 4th

   Availability: See Wattle for access details

This semester we are prescribing a innovating digital third party resource* called, Revel, as the prescribed reading resource. Revel is a fully digital, interactive version of the text book and the university has paid for you to have access to it, so you have access to the course readings for free. The reason the university has paid for you to have access to Revel is because I will be running quizzes within Revel that will form part of your assessment.

Outside of your assessment pieces, Revel has been designed to help you with your knowledge and understanding of content, by having embedded interactive activities, videos and quizzes throughout the text. Not only does the "active learning" style of Revel make it much more engaging than a printed text book or regular eBook, but it provides you with regular opportunities to test your knowledge and understanding before moving on to the next concept. Right and wrong answer feedback will help affirm your knowledge or guide you to the right answer, so you can learn any time and anywhere. There are also additional study tools if you wanted even more practice.

Look out for the weekly assigned readings and don't forget to download the app so you can have access to the content offline.

*Please see the PRIVACY NOTICE in the Related Policies and Other Information section of this document for information regarding your privacy and procedures in the event you do not wish to use this resource

See Additional Resources section on Wattle.

Associated with Revel, we will also be using Learning Catalytics, which is a "bring your own device" (BYOD) classroom engagement and response system, that encourages learning using your smartphones, tablets or laptops, by allowing you to engage with a variety of interactive activities in class.

I will be using Learning Catalytics as part of the lectures to deliver questions to you in order to encourage class interaction and allow students to self-assess learning as we cover concepts. Using this system is optional, however, it's free and will enhance your lecture experience.

Staff Feedback

Students will be given feedback in the following forms in this course:

  • Grading rubrics
  • written comments
  • verbal comments
  • feedback to whole class, groups, individuals, focus group etc

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session Summary of Activities Assessment
1 Introduction Note: Tutorials start week 1 Quiz: Ch 1, 2 Tutorial Activity: Burning House Theory Building Topic: Value (Exemplar, see Wattle)
2 Perception Quiz: Ch 3 Tutorial Activity: Lego Rules Theory Building Topic: Gestalt
3 Learning and Memory Quiz: Ch 4 Tutorial Activity: Branded Theory Building Topic: Memory retrieval
4 Personality / Motivation and Values Quiz: Ch 5, 6 Tutorial Activity: Personified Theory Building Topic: Brand personality
5 The Self Quiz: Ch 7 Tutorial Activity: Me, Myselfie and I Theory Building Topic: Social identity
6 Groups and Social Influence Quiz: Ch 11 Tutorial Activity: Celebrified Theory Building Topic: Opinion leadership Theory Building - Submission 1: Due Monday 6 April @ 10am
7 Ethnicity, Religion and Age Quiz: Ch 12 Tutorial Activity: OK Boomer Theory Building Topic: Symbols
8 Lifestyle, Income and Social Class Quiz: Ch 13 Tutorial Activity: Trash talk Theory Building Topic: Cultural capital
9 The Culture of Consumption Quiz: Ch 14 Tutorial Activity: Ritualistic Theory Building Topic: Rituals
10 Attitudes and Attitude Change Quiz: Ch 8 Tutorial Activity: Make me stop! Theory Building Topic: Theory of planned behaviour
11 Individual Decision Making Quiz: Ch 9 Tutorial Activity: Choosing [something] Theory Building Topic: Evaluation Theory Building - Submission 2: Due Monday 18 May @ 10am
12 Buying, Using Disposing Quiz: Ch 10 Tutorial Activity: Brand love Theory Building Topic: Brand loyalty (AKA commitment) Theory Building - Submission 3: Due Monday 1 June @ 10am

Tutorial Registration

Via Wattle

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Quiz 20% 20 % * * 1,2
Tutorial Activity 20% 20 % * * 3,4,5
Theory Building 30% 30 % * * 3,4,6
Final Exam 30% 30 % 04/06/2020 02/07/2020 1,2,3,4,5,6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details


ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.


Participation is expected in all classes and assessment.


Learning Objectives: 1, 2, 3, 4, 5, 6

Due: Final Exam Period

Return of Assessment: After release of final grades

Content and Structure: Reviewed in Week 12 lecture

The ANU Examinations Office will communicate all examination information directly to students. Specific details of the exam date will be available closer to the commencement of the examination period at https://exams.anu.edu.au/timetable/  

Assessment Task 1

Value: 20 %
Learning Outcomes: 1,2

Quiz 20%

Learning Objectives: 1, 2

Students will complete weekly online quizzes through Wattle. Each quiz is worth 2 marks, the best 10 of 12 will count towards your final grade. Once you start the quiz you will have 30 minutes to complete it.


  1. Quizzes will be due by Friday @ 4pm.
  2. Practice quiz materials for text book based questions are available through Revel.
  3. Students will only be able to do a make-up quiz if they provide documentary evidence to explain an absence that covers the entire quiz period. Evidence will need to be provided per Special Consideration policy. If consideration is granted an alternate quiz and time will be allocated.
  4. If there is an IT issue during the period you are completing the quiz please log a job with the ANU Service Desk AND send an email to the course coordinator detailing the problems experienced. If IT confirms there was an issue special consideration conditions will be applied.

Late Submission: No late submissions accepted and will receive a grade of 0.

Return of Assessment: Mark notifications are released immediately once the quiz has closed.

Assessment Task 2

Value: 20 %
Learning Outcomes: 3,4,5

Tutorial Activity 20%

Learning Objectives: 3,4,5

This task is designed to expose students to numerous consumer behaviour theories in consumer and marketing practice. In class activities will introduce consumer behaviour theories and demonstrate the ways of understanding the behaviour of others in order to highlight how theory explains practice and what this then suggests for marketing strategy. Completing these tasks will familiarise student's with the requirements and expectations of the Theory Building task and the Final Exam.

Students must complete at least 10 of the 12 activities throughout semester (the best 10 will be counted). It is broken into three main components:

  1. Class preparation activities: Most weeks will require students to prepare materials prior to the start of class (see Wattle for details). There are no marks attached to this preparation work but it must be completed for a student to qualify for the in-class activity grade. Submission through Wattle.
  2. In-class Activity (10%): In tutorials students will be required to complete set tasks (both individual and group) and answer activity questions, followed by a class discussion. Students must show active input into task completion, through sharing preparation work, discussing ideas, completing answers to the questions. Submission in-class.
  3. Class discussion participation (10%): Following the activity there will be discussion as to how it relates to that week's theory building topic. Students will be assessed on the amount and quality of their contribution. Participation will be assessed weekly on the following criteria:
  4. 0%: Did not contribute to group or class discussion
  5. 25%: Marginal contribution to group discussion only, e.g. only provided required information to answers but did not engage in further discussion of answers. 
  6. 50%: Substantial contribution to discussion of answers.
  7. 75%: Substantial contribution to group activity and a marginal contribution to class discussion, e.g. answered when called upon.
  8. 100%: Substantial contribution to group and class discussion, e.g. volunteered ideas and was open to debate

Late Submission: No late submissions accepted and will receive a grade of 0. Any request for a make-up tutorial must be approved by the course co-ordinator prior to the tutorial time.

Grading Rubric: See Wattle

Return of Assessment: Mark will be returned within 2 weeks of submissions.

Assessment Task 3

Value: 30 %
Learning Outcomes: 3,4,6

Theory Building 30%

Learning Objectives: 3, 4, 6

Each student will be required to complete a 1-2 page overview (for each topic not including figures and reference list) of 5 of the 12 weekly theory building topics associated with Tutorial Activities. There will be three submissions due throughout semester:

  • Submission 1 (12 marks): Due Monday 6 April @ 10am
  • Two topics from the following:
  1. Gestalt
  2. Memory retrieval
  3. Brand personality
  4. Social identity
  • Submission 2 (12 marks): Due Monday 18 May @ 10am
  • Two topics from the following:
  1. Opinion leadership
  2. Generation / Age subcultures
  3. Cultural capital
  4. Rituals
  • Submission 3 (6 marks): Due Monday 1 June @ 10am
  • One topic from the following:
  1. Theory of Planned Behaviour
  2. Evaluation
  3. Brand loyalty (AKA Commitment)

Submission: Turnitin

Grading Rubric: See Wattle

Late Submission: Late submission of assessment report without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

Return of Assessment: Mark will be returned within 2 weeks of submissions.

Assessment Task 4

Value: 30 %
Due Date: 04/06/2020
Return of Assessment: 02/07/2020
Learning Outcomes: 1,2,3,4,5,6

Final Exam 30%

Learning Objectives: 1, 2, 3, 4, 5, 6

Due: Final Exam Period

Return of Assessment: After release of final grades

Content and Structure: Reviewed in Week 12 lecture

The ANU Examinations Office will communicate all examination information directly to students.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. At its heart, academic integrity is about behaving ethically, committing to honest and responsible scholarly practice and upholding these values with respect and fairness.

The ANU commits to assisting all members of our community to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to be familiar with the academic integrity principle and Academic Misconduct Rule, uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with.

The Academic Misconduct Rule is in place to promote academic integrity and manage academic misconduct. Very minor breaches of the academic integrity principle may result in a reduction of marks of up to 10% of the total marks available for the assessment. The ANU offers a number of online and in person services to assist students with their assignments, examinations, and other learning activities. Visit the Academic Skills website for more information about academic integrity, your responsibilities and for assistance with your assignments, writing skills and study.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Quizzes and Tutorial Activity: No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, a mark of 0 will be awarded.

Theory Building: Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

Dr Toni Eagar
+61 2 612 58579

Research Interests

  • Consumer behaviour
  • Celebrity and human branding
  • Online and social media marketing
  • Consumption communities
  • Space and place in the digital and real worlds
  • Qualitative methods

Dr Toni Eagar

Thursday 11:00 12:00
Thursday 11:00 13:00
By Appointment
Dr Toni Eagar
+61 2 612 58579

Research Interests

Dr Toni Eagar

Thursday 11:00 12:00
Thursday 11:00 13:00
By Appointment

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions