MKTG6007 Consumer Behaviour

How MKTG6007 is assessed in S2 2026

From the course outline for Semester 2 2026 (as of 2026-10-30); dates and venues are subject to confirmation. Always check your own subject guide and LMS for the authoritative timetable. See how MKTG6007 has been assessed over time

Current MKTG6007 dates

Dates are as published in the official Semester 2 2026 assessment overview. Confirm exact submission details on your unit site.

What MKTG6007 covers

The unit moves from the psychological core of Motivation, Ability and Opportunity through perception, memory and attitudes, then applies those ideas to decision making, social influence, diversity, psychographics and behaviour change.

It then develops Motivation, Ability and Opportunity as a core diagnostic framework, moves through exposure, attention, perception and comprehension, and examines how information is encoded, stored and retrieved. The attitude modules connect effort to central and peripheral persuasion, cognitive responses, affect and the gap between evaluation and behaviour.

Later topics contrast high-effort decision journeys with low-effort choice tactics, then examine social influence, consumer diversity, households, social class, psychographics and ethics. The practical thread is consistent: observe a bounded behaviour, choose the closest concept, explain the mechanism, identify what the evidence does not establish, and recommend an action that repairs the diagnosed gap.

Assessment is entirely coursework in the current published table. The LookBook develops observation and reflection, the open-book online quiz tests concept discrimination, the written and oral group tasks apply theory to a consumer-relevant problem, the Changing Consumer Behaviour Challenge documents an individual behaviour-change journey, and the Business Research Component offers research participation or a paper review.

This guide uses original scenarios and diagrams to practise those moves. It does not reproduce captured task prompts, past papers or proprietary classroom examples, and it does not invent a University marking scheme where no rubric was captured.

Worked example · free

Map a nonlinear consumer decision journey

Key terms

Consumer behaviour

The totality of decisions about consuming an offering by decision-making units over time.

Motivation

The personal relevance and drive that make a consumer willing to allocate effort.

Ability

The knowledge, skills and resources that let a consumer understand or perform an action.

Opportunity

The time, access and situational conditions that let a consumer act.

Absolute threshold

The minimum stimulus intensity at which something becomes detectable.

Differential threshold

The change between detectable stimuli that is just large enough to be noticed.

Comprehension

The interpretation and meaning a consumer gives to perceived information using prior knowledge.

Working memory

The temporary system that holds and uses information while a task is being performed.

Brand schema

A connected network of associations that represents what a brand means in memory.

Central route

Effortful persuasion in which consumers scrutinise issue-relevant arguments.

Peripheral route

Lower-effort persuasion in which simple cues and accessible inferences carry more weight.

Social proof

Information about other people's behaviour that can guide choice under uncertainty.

MKTG6007 FAQ

Questions students ask in each MKTG6007 chapter

Why is consumer behaviour broader than buying?

The unit includes decisions across acquisition, usage and disposition, across several kinds of offerings and across time. It also separates the people who influence, decide, purchase and use, so a purchase event is only one part of the analysis. Chapter 01 · Consumer Behaviour Foundations

What is the difference between attention and comprehension?

Attention concerns whether mental activity is allocated to the stimulus. Comprehension comes later and concerns the meaning given to what was perceived. A consumer can notice a claim clearly and still misunderstand it, so the remedy depends on the failed stage. Chapter 02 · Perception

What is the difference between recognition and recall?

Recognition responds to a present cue, while recall requires recovering information with less direct support. A brand can be recognised on a shelf but fail to enter memory during advance planning, so the marketing response should match the access the decision requires. Chapter 03 · Learning and Memory

Does a celebrity always signal peripheral persuasion?

No. The route describes consumer processing. A highly involved consumer may scrutinise the celebrity's expertise or fit and generate source derogation. Explain the MAO conditions before deciding whether the source functions as evidence or as a shortcut. Chapter 04 · Motivation and Attitudes

Why is the consumer journey nonlinear?

New information, changing criteria, bias or feedback can reopen search and evaluation after an apparent choice. Map the path that occurred rather than forcing the consumer through a single funnel. A loop can represent learning rather than failure. Chapter 05 · Consumer Decision Making

How do I identify foot-in-the-door?

Show a small initial request, compliance with that request and a later larger target request. Two requests alone are insufficient. Explain how consistency with the first action may support the second and assess whether the target can refuse freely. Chapter 06 · Social and Cultural Influences

How do psychographics differ from demographics?

Demographics describe observable categories and life context, while psychographics focus on values, activities, interests, opinions and lifestyle. They can complement one another, but neither determines behaviour. Show the mechanism that connects the variable to the decision. Chapter 07 · The Self and Psychographics

How do I turn an observation into analysis?

Describe the stimulus, context and response before interpreting them. Choose the closest course concept, explain the mechanism, identify what the example does not prove and state the next evidence needed. That boundary prevents a vivid case from becoming a universal claim. Chapter 08 · Applied Consumer Behaviour

How to prepare for the assessments

Revise MKTG6007 by building a mechanism map rather than memorising isolated definitions. Start with Motivation, Ability and Opportunity, then add the exposure to attention to perception to comprehension chain, the encoding to storage to retrieval process, and the central versus peripheral persuasion split. For each concept, write one diagnostic question, one boundary and one original example.

Practise with fresh scenarios so you can separate nearby ideas: attention from comprehension, recognition from recall, favourable attitude from behaviour, and social proof from household roles. Keep an assessment evidence log that records the stimulus, context, interpretation and uncertainty before you write a recommendation.

For group work, map the consumer journey and make every intervention feature trace to the identified mechanism. For the quiz, explain why the nearest rival answer is wrong. For reflective work, compare expectation with evidence and state what the next action changes. Confirm all current task instructions, dates and allowed tools on your unit site before submission.

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