消費者行為
Consumer Behavior
| 節 | 週三 |
|---|---|
A 18:30–19:20 | 消費者行為 光寶二廳 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 multidisciplinary field of study which incorporates theories and principles 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. Since this is a graduate level class, the trend of contemporary consumer research will also be introduced. Different techniques in doing research in consumer behavior area will also be introduced.
The course will be taught primarily in the format of a combination of both lecture and case discussions. Occasionally, it will include case studies and some small group activities. However, it is subject to any changes as the professor see fit. Shall students have any question with regard to the class administration, please contact Dr. Chia-Chi Chang.
1. Tests: There will be one non-comprehensive midterm exams and one final examination in this semester. Exams will be in the form of short answers and essays. If you have a University approved excuse for missing an exam you may approach me prior to the absence and arrange to take a makeup exam. 2. Class Participation Class participation is worth of 25% of students’ grade. Class participation consists of: (1) attendance, (2) preparation, and (3) contribution to discussion. Another 5% percent of the grade will come from your in-class reflection performance. [The in-class reflection session is usually in the beginning of the class period. Everyone will be asked to present/show a case where the consumer theories are applied.] ● One of the group assignments is to read the assigned article and summarize it to your fellow classmates 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(s) to stimulate discussion. ● Another group assignment will be the retailing assignment, for which you will have to visit one retailer (can be department stores, malls, convenience stores...etc.) and write about your observation of the retailers. ● TBA (more group assignment will be announced during the class.) Grading: Class Participation 25% Group Assignments 25% Mid-term 25% Final 25%
| 週次 | 主題 |
|---|---|
| 第 1 週 | ● Course Overview, Class Admin ● Survey |
| 第 2 週 | Guest Speaker |
| 第 3 週 | From Exposure to Comprehension |
| 第 4 週 | • (Group 1) (Case) The science of shopping (Presentation group will be debriefing the case before the discussion) • 延伸閱讀:(Article)「位置分析技術」會如何改變零售業? |
| 第 5 週 | From Exposure to Comprehension • (Group 2) Jonah Berger and Gráinne Fitzsimons (2008). Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice (Presentation group will be debriefing the case before the discussion) |
| 第 6 週 | Memory and Knowledge • Exercise 1 (Memory Test) • (Group 3) Pandelaere, M., Millet, K., & Van den Bergh, B. (2010). Madonna or Don McLean? The effect of order of exposure on relative liking. Journal of Consumer Psychology, 20(4), 442-451. • 延伸閱讀:(Article) 說得多不如說得巧:前導廣告如何善用品牌、代言人創造消費者好奇 |
| 第 7 週 | Guest Speaker |
| 第 8 週 | Attitudes Based on High Effort • (Group 4) Case: Magellan Boatworks • 延伸閱讀:(Article)「大好評」沒有說服力? |
| 第 9 週 | Midterm Exam |
| 第 10 週 | Attitudes Based on Low Effort |
| 第 11 週 | Motivation, Ability, and Opportunity • Exercise 2 (Need theory exercise) |
| 第 12 週 | Judgment and Decision-Making Based on High Effort • (Group 5) (Article) Branding in the Digital Age: You're Spending Your Money in All the Wrong Places |
| 第 13 週 | Judgment and Decision-Making Based on Low Consumer Effort • 延伸閱讀:(Article)零售業的新未來:消費者隨時都在採購 |
| 第 14 週 | Research on Decision Making • (Group 6) Itamar Simonson, "Get Closer to Your Customers by Understanding How They Make Choices," California Management Review, Summer 1999, 68- 84. • (Group 7) Shafir, E., Itamar Simonson and Amos Tversky (1993).“Reason-Based choice”,Cognition, 49, pp.11-36 |
| 第 15 週 | Research on Choices • (Group 8, 9) Scott Plous(1993). “The psychology of judgment and decision making”, Chpt 10,11 |
| 第 16 週 | Research on Choices • (Group 10) Botti, Simona and Sheena S. Iyengar (2004),"The Psychological Pleasure and Pain of Choosing: When People Prefer Choosing at the Cost of Subsequence |
| 第 17 週 | Final Exam |
1. Consumer Behavior 7/E (AE) 7th Edition, HOYER & MACLNNIS & PIETERS 2. Multiple readings from contemporary consumer research journals and case studies
- 地點
- 管理一館 M318 / EMBA Office
- 時間
- Available upon request
- 聯絡方式
- Phone: (03) 5712121 #57110 E-mail: chiachi801@gmail.com