消費者行為
Consumer Behavior
| 節 | 週三 |
|---|---|
6 14:20–15:10 | 消費者行為 M205 3 節連堂 |
7 15:30–16:20 | |
8 16:30–17:20 |
* 根據陽明交大上課時間表所列
The main objective in this course is to provide an overview of the dynamic nature of consumer behavior and the influences that marketing efforts have on consumers. Consumer behavior is a multi-disciplinary field of study which incorporates theories and principals from psychology, sociology, anthropology, marketing and other areas of study. All these areas help to better explain the phenomena of selecting, purchasing, using and disposing of products and services. We are all neophyte consumer behaviorists because of our personal experiences in the marketplace. The trend of contemporary consumer research will also be introduced.
1. Homework and Assignments: (1) Paper: One research paper based on issues in consumer behavior (advertising, perception, cross cultural diversity, etc.,) is required in this class. The paper should be no more than 15 pages (not including appendices) and should address the research question at hand using concepts from the textbook as well as library resources. (2) Group Assignments i. One of the group assignments is to read the assigned article and summarize it to your fellow classmate in a succinct fashion. The presentation should not exceed 20 mins (not including Q and A). The presenting group is responsible for coming up with question to stimulate more fruitful discussion. ii. TBA (more group assignment will be announced during the class.) 2. Exams and Quizzes: Midterms 20% Final20% 3. Evaluation and Grading Policy: Class Participation 15% Group Assignments 15% Midterms 20% Final 20% Term Paper 30% (Presentation 15%, Paper 15%)
| 週次 | 主題 |
|---|---|
| 第 1 週 | Class Admin Case 1 discussion |
| 第 2 週 | Introduction to Consumer Behavior (1) Exposure, Attention, and Perception (4) |
| 第 3 週 | Exposure, Attention, and Perception |
| 第 4 週 | Motivation, Ability, and Opportunity |
| 第 5 週 | Memory and Retrieval |
| 第 6 週 | Psychographics: Values, Personality, and Lifestyles |
| 第 7 週 | Attitudes Based on Low Consumer Effort |
| 第 8 週 | Attitudes Based on High Consumer Effort |
| 第 9 週 | Research Paper |
| 第 10 週 | Midterm |
| 第 11 週 | Knowledge and Understanding |
| 第 12 週 | Problem Recognition and Information Search |
| 第 13 週 | Judgment and Decision Making Based on High Consumer Effort |
| 第 14 週 | Judgment and Decision Making Based on High Consumer Effort |
| 第 15 週 | Post-Decision Processes |
| 第 16 週 | Adoption of, Resistance to, and Diffusion of Innovations |
| 第 17 週 | Research paper presentation (Research paper due) |
| 第 18 週 | Final Exam |
Consumer Behavior, 4th ed., Hoyer / MacInnis Multiple readings from contemporary consumer research journals and case studies
- 地點
- 電資大樓801
- 時間
- Available upon request
- 聯絡方式
- (03) 571-2121 ext 57110 E-mail: chi@mail.nctu.edu.tw