Textbooks:

                Consumer Behavior Fourth Ed. by Hoyer / MacInnis

                Influencing Sales Through Store Design by R. Saucier

                Marketing Ethics by R. Saucier

                Priceless by LaSalle / Britton

Course Description: This course examines the process of consumer decision making in regards to motivation, personality, lifestyle, attitudes, and cultural & social influences. There will be an emphasis on the use of research and theory in developing marketing strategies.

1. To develop a working knowledge of consumer behavior concepts.
2. To develop the problem-solving and analysis skills necessary for making marketing decisions.
3. To introduce students to approaches and problems of market decision making under conditions of uncertainty faced by the marketer.
4. To consider the ethical implications of marketing decisions.
5. To appreciate the complexities of marketing, including a global context.
6. To improve group problem solving skills and the ability to work as an effective member of a team.

Attendance: To realize the full potential of this course students are encouraged to attend all scheduled classes and participate in class activities. Students who miss a class are responsible for researching the missing information on their own.

Please turn off all pagers & cell phones before the start of class.

                Idea Briefs                        10%

                Team Research                  20%

                Panel Discussions              20%

                Cases & Assignments        30%

                Exams (2)                         20%

                                                       100%

A = 92-100             AB = 89-91            B = 82-88 BC = 79-81            C = 72-78            CD = 69-71            D = 62-68             F = 61-

Idea Briefs:

You will be responsible to complete two separate briefings of real world applications in the consumer behavior field. The objective is to expand our understanding of the topical area and relate it to the practice of theory. The briefs must be from an academic journal. You will report back to the class what specific consumer behavior concept you are exploring and how the article illustrates and adds to our knowledge of the topic. In addition, you will prepare two questions to ask the class about the article. You will also need to turn in a 1 page summary of your findings along with any attached material relating to the activity. Each student will be assigned a topic for their briefs. I strongly recommend that you provide copies of the article and/or your brief for the class to peruse prior to your presentation.

The objectives are to complete a library or applied research project of your choice, to expand both yours and the class’s knowledge of a specific consumer behavior topic, and to practice effective written and presentation communication. Students may work in individually or in teams of up to 3. Choose a topic in the consumer behavior field and submit it to me by 2/5. A bibliography listing 10-12 resources is due by 2/17. The final paper should be 15-20 pages long & is due by 4/23. Grading is based on the quality of your written and oral presentation, grammar and spelling, demonstration that you understand the topic you’ve researched, and your ability to communicate that knowledge effectively. You will be given the opportunity to present your findings to the class.

Panel Discussions:

A variety of panel discussions are scheduled to occur during classthroughout the semester. The method is to examine and discuss ethical issues in the field of consumer behavior. The purpose is for the panel to facilitate meaningful student conversation to build awareness and understanding for the issue under discussion. The panel consists of a team of 2-3 students. For the panel discussion, each student on the panel must be prepared to defend their views. The panel will then address questions from the class as well as from each other. On the day of the discussion, each student must turn in a 1 page typed position paper regarding your thoughts about the topic (i.e. Do you agree or disagree with the statement? Why?). Also each student should turn in a bibliography containing at least 3 sources from which you formed your opinion. Grades are based on the written report & the quality of your presentation, connections to our semester studies, & the level of discussion.

1. The contemporary social environment has provided marketers with an ideal context for using fear appeals. In an era of drive-by shootings, gang violence, and terrorism, Americans fear for their personal safety. Do you think fear raising approaches are appropriate for marketers and advertisers to use? Why or why not? 2/13/09

    

2. Some consumer advocates have protested the use of superthin models in advertising, claiming these women encourage others to starve themselves to death to obtain the "waif" look. Other critics respond that the media’s power to shape behavior has been overestimated, and that it is insulting to people to assume they are unable to separate fantasy from reality. What do you think? 2/19/09

    

3. One of the great things about childhood in the U.S. used to be that kids were protected by the market and allowed to grow their own ideas. Now there are 8 year old boys that get extremely uptight if they don’t get the right Abercrombie & Fitch sweatshirt. A survey of 8-12 year old girls found that 2/3 regularly use cosmetics. Are marketers robbing kids of their childhood? 2/27/09

    

4. Critics say that advertising has created a materialistic culture of conspicuous consumption. Not only are people persuaded to buy specific goods and services they don’t need or want, but advertising messages present an idealistic profile of glamorous people, opulent lifestyles, and happiness which can be had by purchasing the right brands. Defenders of MC say that marketers are given too much credit for persuasive power. Which side do you agree with and why? 3/20/09

    

5. Guerilla marketing (which often takes the form of viral or buzz marketing) is an unconventional way of performing promotional activities – often on a low budget. These promotions are designed so that the target audience is often unaware they have been marketed to in a stealthy many. The ethics of guerilla marketing have often been called into question due to the alleged deceptive, misleading, or subtle nature of the campaigns. What do you think? 3/26/09

    

6. Data systems give marketers access to a wide range of information about a consumer, just by knowing his or her address. Do you believe this "knowledge power" presents any ethical problems with regards to consumers’ privacy? Should consumers have a right to limit access to this data? 4/3/09

    

7. A salesperson tells you "My brand is the best there is." Does he or she need scientific proof to make such a statement? At what point does permissible puffery become misleading and illegal? Does it vary by the situation? The consumer group involved? 4/7/09

Cases:

Cases examine real life issues facing a business at a particular point in time. The goal is to apply consumer behavior theories and concepts to a real world situation. We will discuss issues facing the organization and look for possible solutions. Students need to be prepared to discuss the case & turn in to me a 1 page response that defines the consumer behavior problem present in the case, state & explain the relevant models or theories that you will use as a base to create your strategies & your recommendations, and then apply the model in your strategies. Be sure that your recommended actions address the consumer behavior issues you defined.

You will receive chapter assignments that involve searching for real world applications regarding concepts studied during the course of the semester. The purpose is to expand and deepen our understanding of consumer behavior practice of theory. I will pick up assignments at random throughout the semester.

Exams:

Two semester exams consisting of essay questions.

Make-ups:

All semester make-ups will be scheduled for a date to be determined at the end of the semester.

Late Assignments:

An assignment is considered late if it is not passed in during the class period that it is due. The 1^st assignment handed in late will receive a 10% grade reduction. The 2^nd late assignment will receive a 20% penalty, the 3^rd assignment will receive a 30% grade reduction, etc.

All written assignments (unless specified otherwise) must be typed using a 12 pt. font, 1 ½ spacing, 1 inch margins, top & bottom, left & right.

        D/F = Unacceptable - displays little understanding of the topic(s) covered.

           C = Exhibits a basic knowledge of consumer behavior concepts.

           B = Demonstrates a full understanding of consumer behavior theory and practice.

           A = Demonstrates a mastery of how to communicate a complete understanding of consumer behavior theory, knowledge, and practices and how to apply them in a logical, coherent, and appropriate  

                  framework.

Note:

In addition to this rubric, students are forbidden to use the following words in theirwriting: it (and variations such as its, it’s, itself), there, this, thing (and any version of a word containing thing, such as something, anything, etc.) Your paper will be graded no further than the point I encounter three of these indefinite pronouns. For every written assignment, students must complete a one paragraph essay regarding the grade you think you should receive for the assignment and your justification for why you should receive that grade.

                                                                            Ch 3 - Motivation, Ability, and Opportunity

                                        Week 9     Ch 10 – Judgment and Decision Making Based on High Consumer Effort

                                        Week 11     Ch 12 – Post Decision Processes

                                        Week 15     Research Findings