Identify, document and discuss the interrelationship between the study of
consumer behaviour and TWO other fields such as, but not limited to,
microeconomics, behavioural economics, culture, decision-making, marketing
psychology, and marketing strategy. Consider the commonalities and the
differences and draw conclusions concerning whether the study of consumer
behaviour can be considered a quantifiable science or a qualitative art.
Your essay needs to identify the principal theorists and theories and demonstrate a depth of study
commensurate with a Level 3000 undergraduate programme.
Please note, the word count imposed makes it necessary to select your material carefully and write
succinctly: however, do not write a series of bullet points as your grade depends on the quality of your
All essays are subject to electronic checking for similarities and plagiarism via Turnitin. Your essay should be
balanced and thus no more than 30% of the word count should be quoted material.
Be careful: this question is a multi-part question and you must answer all parts.
This assignment is worth 20% of the course marks