CONSUMER BEHAVIOR

Winter semester 2010-2011

Course webpage
Official: http://tinyurl.com/343xfyn

Extra:
http://www.netvibes.com/felucb#CB
http://cb2010.wikispaces.com/

Course Lecturer

Domen Bajde, PhD, as. prof.

email: domen.bajde@ef.uni-lj.si
personal webpage: http://bajde.net

Course Aims and Scope

The course will introduce the basics of consumer behavior (topics

like consumer perception, motivation, learning and attitudes,
decision making, culture) and the existing traditions of consumer
research (philosophies and methods). The ways in which consumer
behavior knowledge can be applied to solve (marketing and non-marketing) problems
will also be addressed. The students will learn to approach consumer
behavior from varying angles which, when combined, lead toward a
more comprehensive understanding of today’s dynamic consumers.

Course schedule

We Date Lecture topic In-class discussion

ek
1. 06.10. Introduction -
Consumer behavior – The
basics
2. 13.10. Consumer research Group formation and
Course outline project instructions
3. 20.10. Perception In-store perception
4. 27.10. Motivation Compulsive consumption
5. 03.11. Learning & Attitudes Project consultations
6. 10.11. Culture I. Advertising symbolism
7. 17.11. Culture II. Brand myths
8. 24.11. Quiz test (week 1-6) Project consultations
9. 1.12. Decision-making & Post Paradox of choice
 purchase behavior
10. 08.12. The 'New consumers' Consumer trends
11. 15.12. Project presentations Project presentations
12. 22.12. Consultations -
Course evaluation

The course entails in-class lectures, in-class discussions, online

activities and student projects. The student will be evaluated based
on their performance in the final exam (40%), quiz test (20%),
participation (20%; 15% for in-class, 5% for online p.) and project
work (20%; 10% for presentation and 10% for written report).

Final exam and quiz test

The quiz test (20% of the final grade) can be taken on 24.11. at
13:00. The students will be given 30 minutes to complete 20
multiple choice questions.

The final exam (40% of the final grade) can be taken in January
2011. It will consist of 5 multiple choice questions and four short
essay questions.

Participation

20% percent of the final grade is awarded for student participation

in class and in online activities. In-class participation entails active
participation in-class discussions (5 sessions, 3 points each).

Online activity refers to partaking in the class Wikipage (lecture

notes and discussions). The students will be awarded 0-5 points
based on the quality (rather than quantity) of their participation.
Further details about the Wikipage will be offered during the
lectures in week no 2.

Project work

In week no. 2 the professor will divide students into groups of 4

members. Each group will partake in the ‘Learning from popular
culture’ project. The students will be given three weeks to select a
consumer behavior topic to be explored (based on the topics
covered in this course) and a popular-culture product (movie, TV
show, music, book, popular art work, etc.), which can teach us about
the chosen consumer behavior topic. For example, the group might
decide to study compulsive consumption and choose the movie
‘Confesions of a shopaholic’ to learn about this topic. On week 5,
students are expected to attend project consultations, where they
will present their project plan and get further information about the
project (if needed).

Learning from popular culture entails a detailed study of the content

(carefully watching, listening, reading, making notes, etc.) and
analysis of that content in light of relevant consumer behavior
theory/studies. The students are expected to briefly explain the
chosen topic and provide a basic overview of the existing research
(past studies). They should also shortly introduce the chosen
popular culture product. Then they are expected to outline what we
can learn about the chosen topic from this cultural product
(simultaneously keeping in mind the relevant theory, past studies
and the content of the cultural product).

In our ‘Shopaholic’ example that could means answering questions

such as: How are shopaholics and their behavior presented in the
movie? (positively/ negatively? as something normal? as a serious
problem? how do the characters in the movie respond to
shopaholism? who/what is blamed? what solutions are offered?
What impact might this movie have on shopaholics and consumers
in general? Is the movie relevant only to American
culture/consumers?, etc.)

Example of project structure:

1. Defining compulsive consumption
2. Past studies of compulsive consumption
3. Introducing ‘Confessions of a shopaholic’
4. Analysis of compulsive consumption in the movie
5. Comparison to theory and past studies
6. Conclusion
7. References list

The results are to be submitted on 15.12. in written form

(written group report, 8-10 pages; 10% of the final grade) and
presented in class (10 minute group presentation; print and
attach the presentation materials – ppts, video, etc. - to the written
report; 10% of the final grade). 5 extra points will be awarded for
high-quality projects!

Course reading

Solomon, M., et al.: Consumer Behavior: A European Perspective.

Harlow: Prentice Hall Europe, 2006.

Additional excerpts from:

Peter, J.P. & Olson J.C.: Consumer Behavior and Marketing Strategy,
6th ed., Irwin McGraw-Hill, 2007.
Arnould, E.J., et al.: Consumers, Boston: McGraw Hill, 2005.