消費者行為
Consumer Behavior
| 節 | 週三 |
|---|---|
A 18:30–19:20 | 消費者行為 M301 3 節連堂 |
B 19:30–20:20 | |
C 20:30–21:20 |
* 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.學期作業、考試、評量 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 Participation15% 。Group Assignments20% 。Mid-term20% 。Final25% 。Term Paper20% (Presentation 10%, Paper 10%)
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course Overview Class Admin |
| 第 2 週 | Case 1 The science of shopping (Presentation group will be debriefing the case before the discussion) -------------------------------------- Exposure, Attention, and Perception 3-1 |
| 第 3 週 | Exposure, Attention, and Perception 3-2 |
| 第 4 週 | Case 2 Rieley’s(Presentation group will be debriefing the case before the discussion) ------------------------------------ Exposure, Attention, and Perception 3-3 |
| 第 5 週 | Exposure, Attention, and Perception 3-4 |
| 第 6 週 | ●Exercise 3 (Position according to Maslow) ---------------------------------------- Motivation, Ability, and Opportunity 2 |
| 第 7 週 | Spring break |
| 第 8 週 | ●Exercise 2 (Memory Test) ------------------------------- 之初創投 詹益鑑先生 演講 |
| 第 9 週 | ●Brook, J. O. and M. J. Watkins (1989). Recognition Memory and Mere Exposure, Journal of Experimental Psychology 15(5) 968-976 --------------------------------- Memory and Retrieval 7 |
| 第 10 週 | Midterm Exam |
| 第 11 週 | Attitudes Based on High Consumer Effort 5 --------------------------------------- ● MacKenzie, Scott B., Richard J. Lutz, & George E. Belch (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(May), 130-143. |
| 第 12 週 | Attitudes Based on Low Consumer Effort 6-1 ----------------------------------- ●Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2 (3), 244-249. |
| 第 13 週 | Attitudes Based on Low Consumer Effort 6-2 |
| 第 14 週 | Judgment and Decision Making Based on Low Effort 9、10 |
| 第 15 週 | Research on Decision Making ------------------------------- ●Itamar Simonson, "Get Closer to Your Customers by Understanding How They Make Choices," California Management Review, Summer 1999, 68-84. ●Scott Plous(1993). “The psychology of judgment and decision making”, Chpt 10,11 |
| 第 16 週 | Research on Choices ----------------------- ●Baba Shiva and Alexander Fedorikhin, “Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making,” JCR, 26 (December 1999), 278-292. ●Shafir, E., Itamar Simonson and Amos Tversky (1993). “Reason-Based choice”, Cognition, 49, pp. 11-36 ●Botti, Simona and Sheena S. Iyengar (2004), "The Psychological Pleasure and Pain of Choosing: When People Prefer Choosing at the Cost of Subsequent Outcome Satisfaction.," in Journal of Personality & Social Psychology Vol. 87 (3), 312-326 |
| 第 17 週 | 端午節 國定假日 |
| 第 18 週 | Final Exam |
1. Consumer Behavior, 5th ed., Hoyer and MacInnis 2. Multiple readings from contemporary consumer research journals and case studies
- 地點
- 管理一館 318
- 時間
- Available upon request
- 聯絡方式
- (03) 571-2121 #31343 E-mail: chiachi801@gmail.com