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CONSUMER BEHAVIOR
Winter semester 2010-2011
Course webpageOfficial: http://tinyurl.com/343xfyn
Extra:http://www.netvibes.com/felucb#CBhttp://cb2010.wikispaces.com/
Course Lecturer
Domen Bajde, PhD, as. prof.
email: [email protected] webpage:
http://bajde.net
Course Aims and Scope
The course will introduce the basics of consumer behavior
(topics
like consumer perception, motivation, learning and
attitudes,
decision making, culture) and the existing traditions of
consumer
research (philosophies and methods). The ways in which
consumer
behavior knowledge can be applied to solve (marketing and
non-marketing) problems
will also be addressed. The students will learn to approach
consumer
behavior from varying angles which, when combined, lead toward
a
more comprehensive understanding of todays dynamic
consumers.
Course schedule
Week
Date Lecture topic In-class discussion
1. 06.10. IntroductionConsumer behavior Thebasics
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2. 13.10. Consumer researchCourse outline
Group formation andproject instructions
3. 20.10. Perception In-store perception4. 27.10. Motivation
Compulsive consumption5. 03.11. Learning & Attitudes Project
consultations6. 10.11. Culture I. Advertising symbolism7. 17.11.
Culture II. Brand myths
8. 24.11. Quiz test (week 1-6) Project consultations9. 1.12.
Decision-making & Post Paradox of choice
http://tinyurl.com/343xfynhttp://www.netvibes.com/felucb#CBhttp://cb2010.wikispaces.com/mailto:[email protected]://bajde.net/http://tinyurl.com/343xfynhttp://www.netvibes.com/felucb#CBhttp://cb2010.wikispaces.com/mailto:[email protected]://bajde.net/
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Course evaluation
The course entails in-class lectures, in-class discussions,
onlineactivities and student projects. The student will be
evaluated basedon their performance in the final exam (40%), quiz
test (20%),
participation (20%; 15% for in-class, 5% for online p.) and
projectwork (20%; 10% for presentation and 10% for written
report).
Final exam and quiz test
The quiz test (20% of the final grade) can be taken on 24.11.
at13:00. The students will be given 30 minutes to complete
20multiple choice questions.
The final exam (40% of the final grade) can be taken in
January2011. It will consist of 5 multiple choice questions and
four shortessay questions.
Participation
20% percent of the final grade is awarded for student
participationin class and in online activities. In-class
participation entails active
participation in-class discussions (5 sessions, 3 points
each).
Online activity refers to partaking in the class Wikipage
(lecturenotes and discussions). The students will be awarded 0-5
pointsbased on the quality (rather than quantity) of their
participation.Further details about the Wikipage will be offered
during thelectures in week no 2.
Project work
In week no. 2 the professor will divide students into groups of
4members. Each group will partake in the Learning from
popularculture project. The students will be given three weeks to
select aconsumer behavior topic to be explored (based on the
topicscovered in this course) and a popular-culture product (movie,
TVshow, music, book, popular art work, etc.), which can teach us
aboutthe chosen consumer behavior topic. For example, the group
mightdecide to study compulsive consumption and choose the
movieConfesions of a shopaholic to learn about this topic. On week
5,
students are expected to attend project consultations, where
they
http://cb2010.wikispaces.com/http://www.imdb.com/title/tt1093908/http://cb2010.wikispaces.com/http://www.imdb.com/title/tt1093908/
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will present their project plan and get further information
about theproject (if needed).
Learning from popular culture entails a detailed study of the
content(carefully watching, listening, reading, making notes, etc.)
and
analysis of that content in light of relevant consumer
behaviortheory/studies. The students are expected to briefly
explain thechosen topic and provide a basic overview of the
existing research(past studies). They should also shortly introduce
the chosenpopular culture product. Then they are expected to
outline what wecan learn about the chosen topic from this cultural
product(simultaneously keeping in mind the relevant theory, past
studiesand the content of the cultural product).
In our Shopaholic example that could means answering
questionssuch as: How are shopaholics and their behavior presented
in themovie? (positively/ negatively? as something normal? as a
seriousproblem? how do the characters in the movie respond
toshopaholism? who/what is blamed? what solutions are offered?What
impact might this movie have on shopaholics and consumersin
general? Is the movie relevant only to Americanculture/consumers?,
etc.)
Example of project structure:1. Defining compulsive
consumption2. Past studies of compulsive consumption
3. Introducing Confessions of a shopaholic4. Analysis of
compulsive consumption in the movie5. Comparison to theory and past
studies6. Conclusion7. References list
The results are to be submitted on 15.12. in written
form(written group report, 8-10 pages; 10% of the final grade)
andpresented in class (10 minute group presentation; print
andattach the presentation materials ppts, video, etc. - to the
writtenreport; 10% of the final grade). 5 extra points will be
awarded for
high-quality projects!
Course reading
Solomon, M., et al.: Consumer Behavior: A European
Perspective.Harlow: Prentice Hall Europe, 2006.
Additional excerpts from:
Peter, J.P. & Olson J.C.: Consumer Behavior and Marketing
Strategy,
6th ed., Irwin McGraw-Hill, 2007.Arnould, E.J., et al.:
Consumers, Boston: McGraw Hill, 2005.
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