(74-531)

Course Objectives. Emphases in this course will be on:

• Developing students' understanding of concepts in consumer behaviour,
• Developing students' ability to apply the concepts to strategic marketing decisions,
• Developing students' ability to conduct research in consumer behaviour, and
• Developing students' ability to communicate research findings.

Prerequisite: Introduction to Marketing Management (74-530)

Required Text: Consumer Behavior, Leon G. Schiffman and Leslie Lazar Kanuk. Fifth Edition. Prentice Hall, Inc., 1994.

Additional Readings

Journal of Consumer Research

Journal of Marketing Research

Journal of Advertising

Journal of Advertising Research

Journal of Consumer Affairs

Journal of Marketing

Journal of Applied Psychology

Public Opinion Quarterly

AMA Proceedings

ACR Proceedings

Marketing News

Grading Criteria

Quizzes and Cases (5 x 5%)	= 25%
Review article	= 05%
Mid-term exam	= 20%
Research project	= 35%
Project presentation	= 05%
Class participation	= 10%

Office Hours

• 10:00a.m. - 03:00p.m. Mondays and Wednesdays
  
• 03:00p.m. - 06:00p.m. Tuesdays and Thursdays

Detailed Topics

• 01/09 Consumer Behaviour: Introduction. Chapter 1
  
  • Discussion questions, #s 2 and 7

• 01/16 Market Segmentation. Chapter 3
  
  • Discussion questions, #s 3 and 6
  • Haley article
  • Case: The Olde Odeon Theatre

• 01/23 Consumer Needs and Motivation. Chapter 4
  
  • Discussion questions, #s 2 and 8
  • (1)Bayton and (2)Sands articles
  • Case: Nike, Inc.
  • Quiz (To cover Chapters 1 to 3)

• 01/30 Personality and Consumer Behaviour. Chapter 5
  • Discussion questions, #s 1 and 8
  • Consumer Perception. Chapter 6
  • Discussion questions, #s 2 and 8

• 02/06 (1)Moore and (2) Baker and Churchill articles
  • Typed case due: Atari Corporation.
  • Learning and Consumer Involvement. Chapter 7
  • Discussion questions, #s 5 and 6
  • (1)Krugman and (2)Zaichkowsky articles
  • Quiz (to cover Chapters 5 & 6)

• 02/13 The Nature of Consumer Attitudes. Chapter 8
  • Discussion questions, #s 5 and 7
  • Consumer Attitude Formation and Change. Chapter 9
  • Discussion questions, #s 3 and 5
  • Case: Which Coke Is It?

• 02/20 Communications and Consumer Behaviour. Chapter 10
  • Discussion questions, #s 8 and 10
  • Atkin and Block article
  • Group Dynamics and Consumer Reference Groups. Chapter 11

• 03/05 The Family. Chapter 12
  • Discussion questions, #s 3 and 5
  • Robertson and Rossiter article
  • The Influence of Culture on Consumer Behaviour. Chapter 14
  • Discussion questions, #s 2 and 5
  • Okechuku and Wang article

• 03/12 MID-TERM EXAM
  • Cross-Cultural Consumer Behaviour: An International Perspective. Chpter 16
  • Discussion questions, #s 1 and 9

• 03/19 (1)Shimp and Sharma and (2)Okechuku et al. articles
  • Personal Influence and Opinion Leadership. Chapter 17
  • Discussion questions, #s 2 and 5

• 03/26 Diffusion of Innovations. Chapter 18
  • Discussion questions, #s 2 and 5
  • Questionnaire coding
  • Quiz (to cover Chapters 14, 16, and 17)

• 04/02 Consumer Decision making. Chapter 19
  
  • Models of Consumer Decision Making. Chapter 20
  • Typed Case due: The Polaroid Corporation
  • Work on Research Projects

• 04/09 Project presentations

• 04/19 Research Project Reports due

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