Anotace
JJM372 – Consumer Behavior
Course Description:
This course aims to give an overview on how people make choices and decisions in general. The class combines different elements from various fields including (but not limited to) economics, psychology, marketing, sociology and ethics.
Required Textbook:
Consumer Behavior 6th Ed. by Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters.
ISBN-13: 978-1133435211
Also available as eBook. ISBN: 9781285376103. http://www.cengagebrain.co.uk/shop/isbn/9781285376103
Alternative Textbook:
Consumer Behavior: A European Perspective. 3rd Ed. by Michael Solomon, Gary Bamossy, Soren Askegaard, Margaret K. Hogg.
ISBN-13: 978-0273687522
Additional Reading -(Recommended):
-Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely
-Why We Make Mistakes by Joseph T. Hallinan
-Thinking Fast and Slow by Daniel Kahneman
Topics To Cover Include (Tentative Weekly Plan):
Week 1
Course Introduction & Expectations
Introduction to Consumer Behavior
Week 2
Human Psychology
-Perception, Learning & Memory
-Motivation
Week 3
Human Psychology
-Attitudes
-Case studies
Week 4
Decision Making Process
-Problem Recognition and Information Search
Week 5
Midterm Exam
Week 6
The Consumer’s Culture
-Social Influences on Consumer Behavior
Week 7
Consumer Diversity
Week 8
Household and Social Class Influences
Psychographics: Values, Personality, and Lifestyles
Week 9
Consumer Behavior Outcomes and Issues
-Innovations: Adoption, Resistance, and Diffusion
-Symbolic Consumer Behavior
Week 10
Ethical Aspects and Social Responsibility Issues in Marketing
Week 11
Final Exam (Written Part)
Week12
Final Exam (Oral Part)
Evaluation & Grading:
Grading:
Assignments (20%)
Midterm Exam (30%)
Final Exam - Written (50%)
Final Exam - Oral (TBD)
Dates and weights are subject to change.