Critical Reflection on Consumer Topics

Introduction

Please note that this is a preliminary course description. The final version will be published in June 2027.

The course will focus on the critical examination and discussion of conceptual and empirical literature covering a variety of consumer related topics.  This critical analysis will focus on the validity and implications of the utilized theories and empirical findings, and the development of research ideas to address identified gaps and weaknesses that can make a contribution to scholarship and managerial practice in the area.  In particular, the course will focus on identifying biases in the existing scholarship that may lead to questions about the validity and relevance of the research.  This course is ideal for students who wish to develop a consumer related thesis topic and/or who just enjoy taking a unique and critical look at various consumer topics that can be useful in making consumption decisions or working in a B2C industry.

Course content

• Weekly discussion around assigned readings for specific consumer related topics, which may include:1) Advocacy bias within consumer research, 2) evolution of consumer behaviour, 3) dating related consumption, 4) political influences on consumers, 5) risk perceptions and consumer related decision making, 6) consumption and happiness, 7) sponsorship effects on consumers, 8) product aesthetics effects on consumers, 9) eating choice processes/influences, 10) green marketing influences on consumers.
• Remaining weeks of the course will be devoted to student presentations of their final project ideas for discussion and feedback regarding: 1) gaps that are addressed by consumer related research question(s), 2) contribution and relevance of research questions to consumer related literature and practice, and 3) proposed method for answering research questions and minimizing weaknesses in the design.