MKT 3230 A03 (3 CH) CONSUMER BEHAVIOUR

Fall 2019 108 Drake, Tuesday and Thursday 2:30-3:45 p.m.

CONTENTS INSTRUCTOR ......................................................... 1

COURSE DESCRIPTION ........................................... 1

COURSE OBJECTIVES ............................................. 2

COURSE MATERIALS .............................................. 2

COURSE FORMAT .................................................. 3

ASSESSMENT OF LEARNING .................................. 3

MISSED EXAM AND LATE SUBMISSION POLICY .... 4

ATTENDANCE POLICY ............................................ 5

ELECTRONIC DEVICE POLICY ................................. 5

OUT-OF-CLASS COMMUNICATION ....................... 5

REFERENCING STYLE FOR WRITTEN WORK .......... 6

CLASS SCHEDULE ................................................... 6

IMPORTANT DATES ............................................... 7

INTENDED LEARNING OUTCOMES ........................ 8

ACADEMIC INTEGRITY POLICY .............................. 9

STUDENT SERVICES AND SUPPORTS ................... 11

MARKET RESEARCH BONUS POOL………….…………12

ABOUT THE INSTRUCTOR .................................. 123

INSTRUCTOR Name: Jason J. Hamilton Office: TBA Email: Jason.hamilton@umanitoba.ca Office hours: Thursdays 4:00-4:45 or by appointment COURSE DESCRIPTION

Study of buying behaviour of individuals and organizations as affected by psychological and sociological forces within society.

Contemporary approaches to business emphasize the importance of adopting a consumer focus. Marketing, in particular, begins and ends with the consumer – from determining consumer needs to providing consumer satisfaction.

Understanding how consumers will behave helps marketers anticipate reactions to changes in the marketing mix, or to the adoption of new products. While you may feel like you already have good intuition about the psychology of consumers, it is clear that people do not always behave in the manner in which we expect them to. In fact, there are often differences between the beliefs consumers have about their own behaviour and what they actually do in the marketplace. For instance, when asked, a consumer

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might say that Tide is the best buy, but this same customer may actually purchase a different detergent. Indeed, consumer behaviour tends to be significantly more complicated than our intuition might suggest. Given the same purchase situation, different consumers can behave differently; moreover, the same consumer can make very different decisions on separate occasions. Only by systematically examining the attitudes, beliefs, motives, and decisions that comprise consumer behaviour can we hope to have an accurate understanding of our target consumers. This information can then be used to help guide the kinds of decisions that marketing managers must make on a daily basis.

This course begins by looking at the consumer on an individual level, through an examination of the intra-psychic components of consumer behaviour. This includes topics on consumer perception, memory, motivation, attitude, and decision-making. Later topics focus on the interdependent aspects of consumer behaviour by examining its social and cultural context, including the influence of group members on decision-making and perception, differences between sub-cultures within North America, and the nature and importance of cultural differences in consumer behaviour. The final component of this course deals with understanding why some products are successfully adopted by consumers while others are failures and disappear from the marketplace. Discussions on the adoption and diffusion of innovations within a culture are followed by discussions of the diffusion of products/ideas across cultures. Implications are drawn from the perspective of standardization versus localization.

COURSE OBJECTIVES

The primary goal of this course is to enhance your understanding of consumer behaviour. Of course, the ultimate goal is for you to develop effective marketing techniques. By the end of the term, you should have learned quite a bit about consumer psychology as well as its relevance for marketing researchers and managers.

COURSE MATERIALS

Michael R. Solomon, Katherine White, and Darren Dahl. Consumer Behaviour: Buying, Having, and Being, 7/E, Pearson Canada, @2017

ISBN-10: 013435267X

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Additional materials (e.g., journal articles, magazine articles, mini-cases, assignments, and other write-ups) will be assigned from time to time. Students that are interested may request additional readings on particular topics.

PowerPoint lecture handouts (and other materials where possible) will be posted on UmLearn. Please respect copyright laws. Photocopying textbooks or other reading material is a violation of copyright laws and is unethical, unless permission to copy has been obtained. COURSE FORMAT We all bring experience and knowledge into the classroom, and I expect all class participants to share this and benefit by it. For effective class participation, you need to have read the assigned materials before the class session. Assigned materials include readings/cases that are handed out in class, and the text chapters specified in the syllabus outline. Effective class participation includes: 1) asking questions about concepts from lectures or readings that you agree or disagree with; 2) sharing your experience or point of view with the class; 3) building on points raised by others; 4) clarifying issues; or 5) relating topics discussed to previous class discussions. Direct student-to-student interaction is encouraged. Such interactions should be positive and courteous even when your opinions differ. Class attendance is important. Regular and punctual attendance is a necessary but not a sufficient criterion for high class-participation grades. Please bring your tent card with your name on it so we can get to know each other throughout the term and so I can assess your participation scores. Participation will mainly be graded through small group activities held within class. Please ensure you hand in a sheet with your group member names at the end of each. (These do not need to be the same group as your project group.) ASSESSMENT OF LEARNING Course Requirements:

(1) Midterm examination – Feb. 13th in class:

30% of final grade

(2) Final examination - TBA: 30%

(3) Term project (Presentation) – Feb 25th and 27th:

10%

(4) Term project (Paper) March 27th: 20%

(5) Class/Group participation: 10%

TOTAL: 100%

In the event of a skewed distribution of grades, the total course marks may be curved up or down as necessary (the weighting of each component will remain unchanged).

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Grading system:

90 and above = A+ 67-69 = C+

84-89 = A 60-66 = C

77-83 = B+ 50-59 = D

70-76 = B < 50 = F

Mid-term and Final Exams: Exams can include a combination of multiple choice and essay questions. These will be based on information from the text, lectures, and any additional class materials used (e.g., video-cases, readings). The midterm exam will be held in class (during class time). All materials covered until that point will be tested. The final examination will be non-cumulative in nature. Students MUST show their University Identification and sign a class list next to their name for both their exams.

Term Project: The term project should be completed within groups of 4-5 students. The topic(s), expectations, outcomes, and evaluative components will be announced during later classes. The term project will consist of two parts – an oral presentation from a Marketing perspective and a written paper in an academic format.

Students may indicate group preferences by Tuesday, Sept. 11th. I will try to accommodate these preferences to the extent possible. I would be happy to make the group assignments on your behalf if you have no preferences, or do not know others in the class. Groups will be formed and announced in class on Sept. 13th.

In-class meetings (approx. 5 minutes) between the various groups and the instructor will take place on Sept 20th. This will be followed by in-class presentations held over the Oct. 22 and 24th classes. Softcopies should be submitted by Dropbox after your presentation. Feedback will be provided to help you select your approach to your academic paper based on your presentation. Your written report is due by Dropbox on Nov. 21st by 11:59 p.m.

Please be aware that this is a group-based exercise and I expect everyone to be valued members of their groups. As in the workplace, it is essential to learn how to function effectively within teams and contribute to group goals. Peer evaluations will represent 5% of your overall participation grade. These peer evaluations will occur anonymously after the project has been submitted. All projects must be initiated, and completed, exclusively for this course. MISSED EXAM AND LATE SUBMISSION POLICY Missed mid-term exams are to be scheduled as soon as possible after the original date and only for valid medical or compassionate grounds. Late submissions on assignments are not permitted.

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For final exams, you must apply for a deferred exam through the Undergraduate Program Office in 268 Drake (or your home Faculty if you are not an Asper student). I am not permitted to arrange makeup final exams. ATTENDANCE POLICY Regular attendance is expected. We all bring experience and knowledge into the classroom, and I expect all class participants to share this and benefit by it. For effective class participation, you need to have read the assigned materials before the class session. Assigned materials include readings/cases that are handed out in class, and the text chapters specified in the syllabus outline. Effective class participation includes: 1) asking questions about concepts from lectures or readings that you agree or disagree with; 2) sharing your experience or point of view with the class; 3) building on points raised by others; 4) clarifying issues; or 5) relating topics discussed to previous class discussions. Direct student-to-student interaction is encouraged. Such interactions should be positive and courteous even when your opinions differ. Class attendance is important. Regular and punctual attendance is a necessary but not a sufficient criterion for high class-participation grades. The second half of the course in particular relies on reading the text before class and group discussion in class.

Please bring your tent card with your name on it so we can get to know each other throughout the term and so I can assess your participation scores. Participation will mainly be graded through small group activities held within class. Please ensure you hand in a sheet with your group member names at the end of each. (These do not need to be the same group as your project group.)

ELECTRONIC DEVICE POLICY Many of you use electronic devices during class for access to course materials and note-taking. Please ensure that you do this in a manner that is not disruptive to others and that does not distract you from participation. Please obtain the permission of the instructor prior to audio/video-recording a lecture.

OUT-OF-CLASS COMMUNICATION IMPORTANT: the U of M will only use your university email account for official communications, including messages from your instructors, department or faculty, academic advisors, and other administrative offices. Please send all emails from your UofM email account. Remember to include your full name, student number and faculty in all correspondence. For more information visit: http://umanitoba.ca/registrar/e-mail_policy I use UmLearn extensively for posting assignments, reading materials, and announcements. All assignments are to be posted via Dropbox to UmLearn by the given due dates.

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REFERENCING STYLE FOR WRITTEN WORK Your group term paper should be referenced in any of APA, MLA, Chicago, etc. For assistance in proper referencing please refer to: http://libguides.lib.umanitoba.ca/citationmanagers/referencemanagers TENTATIVE CLASS SCHEDULE

The schedule may be modified if needed. Changes will be indicated ahead of time.

Date Topic Readings

Sept 4 Course overview, and Introduction to consumer behaviour

Chapter 1

Sept 6 Introduction to consumer behaviour (continued)

Sept 11 Motivations Term project group preferences given

Chapter 4

Sept 13 Motivations (continued) Term project groups formed

Sept 18 The self Chapter 5

Sept 20 Term project meetings with instructor – in class

Sept 25 Perceptions Chapter 2

Sept 27 Perceptions (continued)

Oct 1 Attitude formation Chapter 7

Oct 3 Attitude change Chapter 8

Oct 8 Mid-term review

Oct 10 In class Mid-term Ch 1,2,4,5,7,8

Oct 15 Learning and Memory Chapter 3

Oct 17 Learning and Memory (ctd)

Oct 22 Term project presentations

Oct 24 Term project presentations

Oct 29 Personality and lifestyles Chapter 6

Oct 31 Individual decision making Chapter 9

Nov 5 Buying and disposing Chapter 10

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Nov 7 Group influence and social media Chapter 11

Fall Break – Nov 12 and 14

Nov 19 Social class influence Chapter 12

Nov 21 Culture Chapter 14

Nov 21 Term-project due by 11:59pm Softcopies via Dropbox

Nov 26 Creation and diffusion of culture Chapter 15

Nov 28 Online Culture

Dec 3 Class wrap up and Overview

Dec 5 Final Exam Review and Course Evaluation

TBA Final exam – date and location to be scheduled by central administration, Dec 9-20th

Non-cumulative (Ch. 3,6,9-12, 14,15)

IMPORTANT DATES The Voluntary Withdrawal date is November 28. Mid-term exams, preliminary participation marks and term project presentation marks will be available prior to this date (45% of final grade).

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INTENDED LEARNING OUTCOMES

AACSB Assurance of Learning Goals and Objectives The Asper School of Business is proudly accredited by AACSB. Accreditation requires a process of continuous improvement of the School and our students. Part of “student improvement” is ensuring that students graduate with the knowledge and skills they need to succeed in their careers. To do so, the Asper School has set the learning goals and objectives listed below for the Undergraduate Program. The checked goal(s) and objective(s) will be addressed in this course and done so by means of the items listed next to the checkmark.

Goals and Objectives in the Undergraduate Program

Goals and Objectives

Addressed in this Course

Course Item(s) Relevant to these

Goals and Objectives

1 Quantitative Reasoning

A. Determine which quantitative analysis technique is appropriate for solving a specific problem.

Chapter 7

B. Use the appropriate quantitative method in a technically correct way to solve a business problem.

Chapter 7

C. Analyze quantitative output and arrive at a conclusion.

Chapter 7

2 Written Communication

A. Use correct English grammar and mechanics in their written work.

Term Project

B. Communicate in a coherent and logical manner

Term Project, Exams

C. Present ideas in a clear and organized fashion.

Term Project, Exams

3 Ethical Thinking

A. Identify ethical issues in a problem or case situation

Chapter 1 and

through Course

B. Identify the stakeholders in the situation. Chapter 1

C. Analyze the consequences of alternatives from an ethical standpoint.

Chapter 1

D. Discuss the ethical implications of the decision. Chapter 1

4 Core Business Knowledge Entire Course

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ACADEMIC INTEGRITY POLICY It is critical to the reputation of the Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading “Plagiarism and Cheating.” Specifically, acts of academic dishonesty include, but are not limited to:

using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words

duplicating a table, graph or diagram, in whole or in part, without referencing the source paraphrasing the conceptual framework, research design, interpretation, or any other ideas of

another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source

copying the answers of another student in any test, examination, or take-home assignment providing answers to another student in any test, examination, or take-home assignment taking any unauthorized materials into an examination or term test (crib notes) impersonating another student or allowing another person to impersonate oneself for the purpose

of submitting academic work or writing any test or examination stealing or mutilating library materials accessing test prior to the time and date of the sitting changing name or answer(s) on a test after that test has been graded and returned submitting the same paper or portions thereof for more than one assignment, without discussions

with the instructors involved Group Projects and Group Work

Many courses in the Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic integrity. All group members should exercise special care to ensure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to specific individuals. Some courses, while not requiring group projects, encourage students to work together in groups before submitting individual assignments. If it’s unclear whether it is allowed, students are encouraged to seek clarification from the instructor to avoid violating the academic integrity policy.

In the Asper School of Business, all suspected cases of academic dishonesty in undergraduate courses are reported to the Dean's office and follow the approved disciplinary process. See following table for typical penalties for academic dishonesty in the Asper School.

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Typical Penalties for Academic Dishonesty in the Asper School

If the student is from another Faculty and the academic dishonesty is committed in an Asper course, the student’s Faculty could match or add penalties beyond the Asper School’s. F-DISC on transcript indicates the F is for disciplinary reasons.

ACADEMIC DISHONESTY PENALTY

Cheating on exam (copying from or providing answers to another student)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Sharing exam questions electronically during exam

F-DISC in course Suspension from taking Asper courses for 2 years Notation of academic dishonesty in transcript

Possession of unauthorized material during exam (e.g., cheat notes)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Altering answer on returned exam and asking for re-grading

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Plagiarism on assignment F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Submitting paper bought online F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Inappropriate Collaboration (collaborating with individuals not explicitly authorized by instructor)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Group member had knowledge of inappropriate collaboration or plagiarism and played along

F-DISC in course Notation of academic dishonesty in transcript

Signing Attendance Sheet for classmate

F-DISC in course Notation of academic dishonesty in transcript

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STUDENT SERVICES AND SUPPORTS The University of Manitoba provides many different services that can enhance learning and provide support for a variety of academic and personal concerns. You are encouraged to visit the below websites to learn more about these services and supports. If you have any questions or concerns, please do not hesitate to contact your instructor or the Undergraduate Program Office.

For Information on… …follow this link

Admission, Registration, Tuition Fees, Important Dates, Final Exams, Graduation, and Transcripts

Registrar’s Office

Academic policies & procedures, regulations, Faculty-specific information, degree and major requirements

Academic Calendar

Help with research needs such as books, journals, sources of data, how to cite, and writing

Library Resources

Tutors, workshops, and resources to help you improve your learning, writing, time management, and test-taking skills

Writing and Learning Support

Support and advocacy for students with disabilities to help them in their academic work and progress

Student Accessibility Services

Copyright-related questions and resources to help you avoid plagiarism or intellectual property violations

Copyright Office

Student discipline bylaws, policies and procedures on academic integrity and misconduct, appeal procedures

Academic Integrity

Policies & procedures with respect to student discipline or misconduct, including academic integrity violations

Student Discipline

Students’ rights & responsibilities, policies & procedures, and support services for academic or discipline concerns

Student Advocacy

Your rights and responsibilities as a student, in both academic and non-academic contexts

Your rights and responsibilities

Full range of medical services for any physical or mental health issues

University Health Service

Information on health topics, including physical/mental health, alcohol/substance use harms, and sexual assault

Health and Wellness

Any aspect of mental health, including anxiety, stress, depression, help with relationships or other life concerns, crisis services, and counselling.

Student Counselling Centre

Support services available for help regarding any aspect of student and campus life, especially safety issues

Student Support Case Management

Resources available on campus, for environmental, mental, physical, socio-cultural, and spiritual well-being

Live Well @ UofM

Help with any concerns of harassment, discrimination, or sexual assault

Respectful Work and Learning Environment

Concerns involving violence or threats, protocols for reporting, and how the university addresses them

Violent or Threatening Behaviour

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UNDERGRADUATE BONUS CREDIT RESEARCH PARTICIPATION PROGRAM Students in Consumer Behaviour (MKT 3230) can participate in up to four online research studies this term to earn bonus credit. Each study takes approximately 15 minutes to complete and provides a 0.5% bonus to your course grade. There is a maximum bonus of 2% per course. Each study can only be completed once for extra credit: completing the same study more than once will not provide additional course credit. Benefits of the Program: This program is designed to give students a glimpse into how marketing theory is developed through participation in marketing research studies conducted by faculty here at the Asper School of Business. Participation in academic research studies also enhances the value of the degrees from Asper. University reputations are affected by the quality of research conducted by their faculty: participating in these studies helps Asper professors publish in scholarly journals, consequently improving the school’s reputation. Procedure: You will be notified via email prior to each study so that you may participate online. At the end of each study, you can choose a course to which you assign the bonus credit. Please take a screen shot of the page where you assign the bonus credit, for your records. At the end of each study session, you will be debriefed, i.e., you will be informed as to what was being studied in each study. This debriefing will allow you to see how marketing theory is developed through academic research. All studies that you participate in are approved by the Psychology/Sociology Research Ethics Board, University of Manitoba. If you have any questions, please feel free to contact the subject pool administrator at mktg_research@umanitoba.ca. Alternative Assignment: Should you wish to earn bonus credit, but not wish to participate in research, the following option is offered as an alternative assignment for bonus credit. This alternative assignment is designed to take approximately 15 minutes of time, the same time that would be spent if you were participating in the research program. Students are to find one short research report in the Journal of Consumer Psychology or Psychological Science and will be required to read the article and submit a one page summary of the main findings to mktg_research@umanitoba.ca by the end of the particular study period a student chooses not to participate in (i.e. if the study period is from Feb 1 – 15, this is the period in which the alternative assignment has to be done and submitted). Credit will be given to the student as if they participated in the research study. Any questions about the assignment or suggestions for articles should be directed to mktg_research@umanitoba.ca.

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ABOUT THE INSTRUCTOR

Welcome to Consumer Behaviour 3230 I am a two-time graduate of the University of Manitoba, (Bachelor of Laws, 1996, and a Masters of Business Administration, 2007.) During a 20-year career I have worked at:

a large corporation, for the Province of Manitoba, as a business consultant, as an entrepreneur, and for a small non-profit.

I love the variety of work that I have been able to do. While I have worked closely with a Marketing team on product launches and consumer materials my background is not in conventional advertising, rather in the decision-making process that businesses make to address consumer wants and needs. I hope this provides an interesting perspective balancing theory and application and I very much look forward to discussions of your own experiences with marketing. As someone who returned to university later in life, I can tell you, classes are much easier and more rewarding when you review the recommended readings prior to class. Text slides have been provided well in advance of class so that we can actively discuss the material, rather than spending our short time together reading slides and taking extensive notes. Our discussions will very much guide our assessments and exams and I tend to use the text as only a starting off point, rather than as the body of knowledge to be examined. I look forward to engaging in the material with you.

I can be contacted at Jason.hamilton@umanitoba.ca and will respond to any questions within 48 hours. Feel free to start or join discussion threads for our course as others may have the same or similar questions. Jason J. Hamilton, LL.B., MBA