Module – Theoretical Perspectives on Customer Experiences

The aim of this Module is to support learners to acquire knowledge necessary to understand, explain, research, and influence consumer experience & behaviour. Learners will focus on the theoretical basis for consumer experience & behaviour over the period of the Module.

Understanding consumer behaviour is an essential pre-requisite for effective engagment in modern industry or services. Leaders and managers need to be able to understand and predict consumer behaviour in order to be able to respond appropriately to different consumer audiences. It is important to recognise that consumers form an essential stakeholder group in any work related context but will differ in terms of individual or social influences in terms of their behaviour or engagement. These differences may include but may not be limited to  individual perceptions, beliefs, attitudes, emotions as well as social and cultural influences which in contemporary society have expanded beyond familial and social groups to include technological, social, economic and cultural influences. The module explores the various psychological and sociological influences and explanations of consumer behaviour. Technological advances have significantly increased the ease of access to products and/or services, as well as the easier communication and transfer of information between consumers. these changes have influenced the power relationship and dynamics between the consumer and industry or service provider. Graduates need to have the skills and knowledge to identify and respond appropriately to customer motivation and behaviour and to predict behaviours based on this knowledge.


Thematic Area Topic Classroom Based Day Programme   Delivery Mode Blended Learning Delivery Mode
    Classroom-based only (Duration)

Synchronous BL


Asynchronous Teaching  and Directed e- Learning  (Duration)
Theme 1 CONSUMER BEHAVIOUR – Definition, Scope,  Psychological, Sociological, and Theoretical Perspectives 2 hours 2 hours 1 Hour
Theme 2 TYPES OF CONSUMPTION – Functional/utilitarian versus hedonistic (emerging concepts, methods and propositions) 3 hours 2 hours 1 Hour
Theme 3 UNDERSTANDING CONSUMERISM AND CHANGING PATTERNS – Spending patterns in Ireland (2020). Existential threats (e.g. impact of Covid-19, Climate change, economic impact of inflation due to Russian war on Ukraine, global migration, overview of the potential of AI enhanced technology). 3 hours 2 hours 1 Hour
Theme 4 COGNITIVE ASPECTS OF CONSUMER BEHAVIOUR – Learning and memory, information processing, perception, attention, personality traits, lifestyle, beliefs, attitude formation and changes, persuasion, trust and loyalty. 3 hours 2 hours 1 Hour
Theme 5 CONSUMER MOTIVATION – definition,   Maslow’s hierarchy of Needs, Rossiter and Percy’s (1987) Theory of emotions and motivations, Intrinsic and extrinsic motivational factors, Purchase motivations and emotions (negative and positive motivations with  emotional correlation). Personality traits and lifestyle. 3 hours 2 hours 1 Hour
Theme 6 CONSUMER DECISION-MAKING – stages in decision making model (heuristics, biases and product characteristic) adoption process/categories. Emotions in decision making and post-purchase behaviour (satisfaction or cognitive dissonance, conflict and resolution. Cognitive Dissonance Theory, Theory of Reasoned Action and Planned Behaviour. Customer Decision Process Model, Systematic Processing Model. 2 hours 2 hours 1 Hour
Theme 7 FACTORS INFLUENCING CONSUMER BEHAVIOUR –  Maslow’s Hierarchy of Needs revisited, Internal (personal demographics, psychological and emotional factors). Environmental factors (social, cultural, economic and brand behaviour and emotional experience. Customer Experience (CX) – Service-Dominant Logic, Customer-Dominant Logic, Experiencel Economy, Customer Journey Perspective and Emotional Perspective. 2 hours 2 hours 1 Hour
Theme 8 CULTURAL ASPECTS OF CONSUMER BEHAVIOUR – Cultural influence (family, social class, gender, demographics). Sub-cultural influence (material culture, social institutions, belief system, aesthetics, language), Consumer Culture Theory. 3 hours 2 hours 1 Hour
Theme 9 AI ENHANCED TECHNOLOGY AND INFLUENCE ON CONSUMER DECISION MAKING – Impact of technology (social media, mobile devices, online platforms) on consumer decision-making e.g e-Commerce during Covid-19. Influence of AI enhanced technology on consumer thinking, behaviour and experience. Artificial Serendipity. 2 hours 2 hours 1 Hour
Theme 10 INTERNET/ ONLINE BEHAVIOUR AND COMMUNICATION – Customer shift to digital channels, PWC report,  Major Behaviour shifts driving the future of customer experiences. Customer experiences in the age of AI. AI tracking how customers feel. 2 hours 2 hours 1 Hour
Theme 11


Social Identities –  Investigating the role of social influence in shaping customer behaviour, including conformity, peer pressure, and group dynamics.

Reference  groups (influence, conformity and norms) and Aspirational reference admiration, popularity and notoriety).   Nature and impact of opinion leadership.

Influencers (social media influencers, celebrity endorsements, media (product placement and market stimuli).

3 hours 2 hours 1 Hour
Theme 12

RESEARCH METHODS to investigate, understand and predict consumer behaviour.

Identifying target markets, primary and secondary research,

Ethics, future trends in customer experience, how data is being used. Using AI in the customer experience.

2 hours 2 hours 1 Hour
  Total 30 hours 24 hours 12 hours