You are on page 1of 10

CONSUMER BEHAVIOR

1MINNESOTA STATE UNIVERSITY MOORHEAD
Marketing 421 Syllabus
Winter, 2007
06:00-08:30 p.m. T CB 106 Dr. Alexander
Introduction/Overview
01-09-07
Complete Before Class
Read syllabus
Read Blackwell, Miniard, & Engel: 1
Complete During Class
Student Courses Survey
Introductions
Expectation exercise
Review syllabus
Discuss Introduction to Consumer Behavior
Discuss how to prepare for and write essay and multiple choice exams
Discuss Blackwell, Miniard, & Engel: 1
01-16-07
Complete Before Class
Read Alexander Notes: The Interpersonal Influence Process
Read Alexander Notes: CDP Model
Read Blackwell, Miniard, & Engel: 2
Read Blackwell, Miniard, & Engel: 3
Prepare for Exam # 1: Blackwell, Miniard, & Engel: 1, 2, 3 ***
Complete During Class
Quiz on syllabus
Discuss Alexander Notes: The Interpersonal Influence Process
Discuss Alexander Notes: CDP model
Discuss Blackwell, Miniard, & Engel: 2
Discuss Blackwell, Miniard, & Engel: 3
Form groups
Group exercise
Exam # 1: Blackwell, Miniard, & Engel: 1, 2, 3 ***
Consumer Decision Making
01-23-07
Complete During Class
Send Journal #1
Read Alexander Notes: Problem Recognition
Read Alexander Notes: Search
Read Alexander Notes: Evaluation of Alternatives
Read Alexander Notes: Expectancy-Value Attitudes
Complete During Class
Quiz on steps in the consumer decision process
Quiz on Alexander Notes: Problem Recognition
Discuss Alexander Notes: Problem Recognition
Quiz Alexander Notes: Search
Discuss Alexander Notes: Search
Discuss Alexander Notes: Evaluation of Alternatives
Quiz Alexander Notes: Expectancy-Value Attitudes
Discuss Alexander Notes: Expectancy-Value Attitudes

1

& Engel: 6 Group exercise Exam # 3: Blackwell. Zambroz Variety (07:30-08:30) +++ Questions for the speaker 2 . Miniard. & Engel: 5 Group exercise Video 02-20-07 Complete Before Class Read Blackwell. Miniard. 5. Miniard. & Engel: 5 Complete During Class Discuss Blackwell. & Engel: 8 Read Alexander Notes: Life In 2010/2050 Complete During Class Discuss Blackwell. Miniard. 6 *** Video Individual Determinants of Consumer Behavior 02-27-07 Complete Before Class Read Blackwell. Holiday Inn (07:30-08:30) +++ Questions for the speaker 02-13-07 Complete Before Class Read Blackwell. Miniard. Miniard. & Engel: 8 Quiz on Life in 2010/2050 Discuss Life In 2000 and beyond Group exercise Speaker: Greg Gonz. Miniard. Miniard. 5. Miniard. & Engel: 4 Discuss Blackwell. & Engel: 6 Prepare for Exam # 3 Blackwell. & Engel: 4. & Engel: 4. & Engel: 7 Discuss Blackwell. & Engel: 4 Read Blackwell. & Engel: 7 Read Blackwell. 6 *** Complete During Class Discuss Blackwell. 01-30-07 Complete Before Class Read Alexander Notes: Purchase Decision Read Alexander Notes: Consumption Read Alexander Notes: Post-Purchase Evaluation Read Alexander Notes: Divestment Complete During Class Quiz Alexander Notes: Behavior Prediction Model Discuss Alexander Notes: Purchase Decision and Behavior Prediction Model Discuss Alexander Notes: Consumption Quiz Alexander Notes: Post-Purchase Evaluation Discuss Alexander Notes: Post-Purchase Evaluation Discuss Alexander Notes: Divestment 02-06-07 Complete Before Class Prepare for Exam # 2: Alexander Notes—Consumer Decision Process *** Complete During Class Exam #2: Alexander Notes—Consumer Decision Process *** Speaker: Heidi Wilcox. Miniard. Miniard. Miniard.

Miniard. & Engel: 9 Group exercise Discuss Alexander Notes: Personality Quiz on Alexander Notes: Personality Discuss Alexander Notes: Motivation Quiz on Alexander Notes: Motivation 03-20-07 Complete Before Class Read Alexander Notes: Knowledge Prepare for Exam #4: Blackwell. 9 *** Discuss Alexander Notes: Knowledge Quiz on Alexander Notes: Knowledge Speaker: Deneen Axeman. & Engel: 11 Quiz on Alexander Notes: Subcultures/Microcultures Discuss Alexander Notes: Subcultures/Microcultures Quiz on Alexander Notes: social class Discuss Alexander Notes: Social Class Differences in Behavior Group exercise Video 04-03-07 Complete Before Class Read Blackwell. Miniard. Miniard. & Engel: 7. 9 *** Complete During Class Exam #4: Blackwell. & Engel: 10 Discuss Blackwell. & Engel: 10 Read Blackwell. & Engel: 11 Read Alexander Notes: Subcultures/Microcultures Read Alexander Notes: Social Class Complete During Class Discuss Blackwell. 03-06-07 Complete Before Class Read Blackwell. Miniard. Miniard. Miniard. & Engel: 7. Miniard. 8. Miniard. Miniard. & Engel: 12 Quiz on Alexander Notes: Family Discuss Alexander Notes: Family Discuss Alexander Notes: Groups Quiz on Alexander Notes: Groups Group exercise 3 . Wells Fargo Bank (07:30-08:30) +++ Questions for the speaker Social-Cultural And Environmental Influences 03-27-07 Complete Before Class Read Blackwell. & Engel: 9 Read Alexander Notes: Personality Read Alexander Notes: Motivation Send Journal #2 Complete During Class Discuss Blackwell. 8. & Engel: 12 Read Alexander Notes: Family Read Alexander Notes: Groups Complete During Class Discuss Blackwell. Miniard.

11. 04-17-07 Complete Before Class Prepare for Exam #5: Blackwell. Miniard. & Engel: 13. Miniard. 15. Kmart (07:30-08:30) +++ Questions for the speaker Influencing Consumer Behavior 05-01-07 Complete Before Class Read Blackwell. & Engel: 15 Discuss Attitude Formation and Change Discuss Blackwell. Miniard. 16 *** Complete During Class Exam #6: Blackwell. 14. & Engel: 13. 11. & Engel: 10. & Engel: 15 Read Blackwell. 12 *** Discuss Blackwell. Miniard. 16 *** Peer evaluation ESSENTIAL INFORMATION FOR STUDENTS Grade Distribution 90% to 100% = A 70% to 79% = C Below 60% = F 80% to 89% = B 60% to 69% = D 4 . Miniard. Miniard. Miniard. Miniard. & Engel: 14 Read Alexander Notes: Communication Model Complete During Class Discuss Blackwell. 14. Miniard. 15. & Engel: 14 Group Exercise Quiz on Alexander notes: Communication Model Discuss Non-verbal Communication Speaker: Nick Bosh. & Engel: 10. 12 *** Read Blackwell. Miniard. & Engel: 16 Group Exercise Course evaluation Video 05-08-07 Complete Before Class Prepare for Exam #6: Blackwell. & Engel: 16 Complete During Class Discuss Blackwell. & Engel: 13 Read Alexander Notes: Information Processing Read Alexander Notes: Nudity in Advertising Complete During Class Exam #5: Blackwell. & Engel: 13 Group exercise Quiz on Alexander Notes: Information Processing Discuss Alexander Notes: Information Processing Discuss Alexander Notes: Nudity and sex in Advertising Quiz on Alexander Notes: Nudity and sex in Advertising Video 04-24-07 Complete Before Class Send Journal #3 Read Blackwell. Miniard. Miniard.

mnstate. You may purchase it in the bookstore. inform me at the beginning of the semester. she must understand why consumers might purchase one brand over another or from one firm instead of another. Office Hours TH: 07:30 to 09:30 a. inclement weather may interfere with the schedule. Exams: 6 @ 100 points 600 2. If the MSUM president cancels classes. Engel. they amplify background noise as well as individual voices. and James F.627. the book is accurate. F: 12:00.). mobility. any assigned material or exams will be due the next class period held. You will have applied what you have learned by analyzing consumer behavior cases. . And by appointment Contacting Dr. Further. Paul W. Speaking. Unfortunately. The second book is a manual I wrote. timely. the students and professor may reach a consensus about the need for a change in the syllabus. to 02:30 p. and (2) I think you will find it interesting to read. T: 01:45 to 06:00 p.5859 or 800. This knowledge enables her to better predict her organization's environment. Group exercises 10 @ 10 points 100 7.m.edu www. Third.3529 (MRS/TTY) or in CMU 222E as soon as possible.) by Roger D. At the end of the semester you will have internalized those concepts relevant to the consumer decision process including the steps in the CDP and how psychological. Second. and situational forces act upon the CDP. Team Building. look at me when you speak to me. Blackwell. organized properly. Miniard. I chose the text because (1) it covers the material better than other books.m. a mistake on the syllabus may require changes. You will have learned to solve problems as a member of a team.m. economic.4650 mwalex@mnstate. The university and I will attempt to handle your special need in a way that maximizes your learning experience. Quizzes: 20 @ 10 points each 200 3. and as well written as most texts. etc. Journals completed: 3 at 25 points each 75 4. So that I can speechread. It contains my notes. Application. The total number of points may vary. 5 . sociological. social psychological. Learning Outcomes Knowledge. 1. Please be patient when I ask you to repeat a comment or question. anthropological. Prerequisites Please complete Principles of Marketing before enrolling in Consumer Behavior. If you possess any type of disability (sight. Justification Consumer behavior examines the reasons why consumers choose the particular goods and services they buy. etc. Students with disabilities who believe they may need an accommodation in this class are encouraged to contact the coordinator of disability services at 477. You will have informally explained the influences upon consumers as they use the decision process to purchase products/services. The text is Consumer Behavior (10th ed. hearing.477. Special Needs I have experienced a gradual and permanent loss of hearing and wear amplifiers (hearing aids) to compensate. These point totals represent approximations only.edu/alexand Office:CB 207 I Point Totals Points are assigned on the following basis. Questions for the speakers: 4 @ 25 points 100 Text We use two books and several handouts. Changes to the Syllabus Changes to the syllabus may occur for three reasons. For a marketer to achieve success. Social Psychology is strongly recommended. Alexander 218. First. Note that only the president can order classes canceled.) or special need (learning problems.

you obtain maximum points. This activity provides experiences in speaking to peers. You will gain experience in a learner-directed setting and develop life-long learning skills. However. To participate fully. Second. Although I rely heavily on other methods to enhance learning. 2. Tell me as much about yourself as you want me to know. I often respond to journals with comments and observations of my own. Do not send journals as an attachment. In an informal setting. However. you don’t. Journals 1. Oral Presentation. The exams cover the text and supplementary readings. Writing. 13. Do not use Yahoo or Hotmail to send journals. You receive credit for completing journals rather than for their content. Journals will consist of one full page. I cannot file a journal without your name. Group Activities. 12. 9. 5. 14. I do not evaluate your comments. 8. Every student must read the assigned material by the dates listed above. Methods Exams. The text and supplementary reading assignments provide students with the concepts and vocabulary used in attempts to understand the consumer decision process. I don’t open attachments. disagree. be aware that hackers may be able to access my files. Comments in your journals may be used as part of some type of publication. You will have written journals to your professor on issues and topics of interest to him and/or you. In the space for Subject include Mktg 421 and the journal number. or were not. Visuals. For example. Do not use some made up name. I use them to learn more about my students and their 6 . Journals are due on Wednesday of the week listed on the syllabus and must be forwarded by e- mail within 48 hours of the due date.Communication. Because of virus problems. for each one tell me whether your expectations were. Lectures. I require journals for two reasons. met and why. and/or inform but nothing you say will be held against you or will it affect your grade. Self-Directed Learning. First. Journal #2 requires you to. Individual names will not be used. Journal 1. 3. Do not ask. students will answer questions relevant to a chapter and explain their answers. 6. group members will present the results of their in-class exercises. In small groups. However. 11. These discussions help you to develop your analytical abilities and provide team-building experiences. bring questions about the assigned material to class and ask them. If I receive them all. You will write better at the end of the semester than at the beginning. Journals without this will be deleted unread. You may complain. you are guaranteed anonymity. Text Reading Assignments and Supplementary Reading. I occasionally lecture to emphasize points not covered in you text or supplementary readings. Preparations for exams help students internalize the vocabulary and concepts. double or single-spaced. for the first journal write Mktg 421. If I don’t. The journals are not graded. Use your own name on your e-mail accounts as it is listed in the Registrar’s office. Write this journal to help me understand you better. Please participate in discussions of the assigned material. Videotapes and other visuals deal with consumer behavior concepts and provide a basis for discussion. Skimpy journals will not be given full credit. 7. Class Discussions. Journal #3 asks “What have I learned in this class?” List three of the most important lessons learned. Journal #1 consists of an introduction. Quizzes also cover the supplementary readings. first. I shall do my best to keep your journals private and secure. list three things you expected from your university experience before you came on campus. I will not accept early or late journals. 10. 4.

Only one scheduled exam can be made-up. The last exam can be made up only if the reason for missing it is unavoidable and extremely serious. 5. These reasons include your unavoidable illness when verified by a physician and almost no others. 2. Students with excessive absences should drop the class. If you miss more than one exam. See me to arrange a time. However. sit on the floor if you feel extremely fatigued. but some students have neither the time nor the inclination to visit me personally. All make-up exams are administered no later than Thursday of the last full week of class at a mutually convenient time. The penalty for academic dishonesty may consist of a failing grade on the exam. 3. Second. Dress for Success You may wish to consider dressing for success when interacting with others in a public situation. one side. paper. of your need to take a make-up exam at least one full week before the make-up exam date. 7. Exams I shall administer exams on the dates indicated on the syllabus. and/or charges brought before the university administration. One exam will consist of essay questions. and most all other reasons of a similar nature. you will want to drop the class and try again another semester. The remaining exams consist of multiple-choice questions. generation. Academic Dishonesty Instances of academic dishonesty comprise a rare occurrence here. however. No make-up exams are given after grades have been submitted to the registrar. they evaluate the students’ understanding of the material and provide feedback to me on the degree of understanding. The make-up exams are essay. Students who miss the quizzes/writing assignments or other things done in class cannot make them up. students will write questions on a form provided. Make-up Exams Do not miss the regularly scheduled exams. I permit two pages. acts of dishonesty such as using someone else's exam notes and/or submitting papers as your own when you have not composed them should be avoided. Quizzes The quizzes accomplish two goals. etc. Note the following points. You may. the Alexander notes. Using someone else's notes or allowing someone else to use your notes is considered academic dishonesty and will result in grades of zero for the individuals involved. Second. Maximum credit is given for five or more questions. Bixler 7 . These exams cover the text. However. A visit to my office would probably be better. loss of memory. 1. and other reading assignments. 4. you may sit for the exam before you leave. Questions for the Speakers During a speaker’s presentation. The reason for missing the scheduled exam and the chapters on the exam must be included in the request. car trouble. Courtesy Do not place your feet on the seats of other desks because people do not wish to sit in the glop your shoes might deposit. Only individuals who miss the regularly scheduled exams for reasons acceptable to the university and professor can take a make-up exam. they motivate students to read the material assigned. vacations. in writing. Attendance You are responsible for all material covered in class whether you attend or not. rides home. You must inform me. First. Failure to attend is not an excuse for anything. a relative’s illness or death. of hand-written notes for the essay exam only. or a failing grade for the course. 6. lack of preparation. journals provide a convenient and easy way for students to interact with me. Unacceptable reasons include weddings (yours or anyone else). sleeping in. If your job will take you out of town on an exam date. each student must prepare her/his own for the value of an exam lies with its preparation.

Third. TEACHING AND LEARNING MSUM Policy On Course Level School of Business Mission MSUM School of Business provides a quality undergraduate business learning experience designed to prepare students for successful and responsible careers. and the ability to integrate knowledge. to receive information. several problems exist with the lecture method that render it inappropriate for general use. library. 1992) suggests that you dress so that your clothes do not attract attention. then. First. studio or community. Please do not purposely offend by wearing a hat in class. And fourth. synthesis. especially when students pay attention. many teachers do not know what else to do. probably doesn’t represent the best method for all people. For example. some teachers believe good teaching requires them to amuse their students. Unfortunately. lecturing boosts a teacher’s ego. he/she lectured to his/her students who attempted to remember the material. Two reasons exist for removing a cap or hat when inside a building. in the form of a lecture. and personality rather than your clothes. The qualified faculty contributes to the practice of business through intellectual scholarship while serving the community. because I cannot see your mouth when you speak I have difficulty hearing you. faculty persisted in their old habits for at least four reasons. a wide range of course material. sweat clothes and a baseball cap don't create the impression you want others to develop of you. lecturing is easier and consumes less of the faculty member’s time than other methods of teaching. Traditionally. First. and application of knowledge. On the other hand. attitude. Upper division courses are characterized by a more flexible structure that allows for a variety of approaches to the subject matter. Upper division courses may also serve as an introduction to sub-fields within a discipline. or indeed for very many people. They are built on a foundation of prerequisite lower division courses in liberal studies. before the invention of the printing press. Evaluation of student performance at this level stresses such outcomes as comprehension and understanding of concepts. Even after the printing press became widely used and students bought their own books. They require analysis. Upper division courses typically emphasize comprehension. 8 . or a related field of study. teaching required the instructor to stand in front of a class and read from a book. Second. Students are expected to accept increasing responsibility for their own learning both inside and outside the classroom. analysis. no direct correlation exists between student learning and amusing lectures by faculty. That is. or in some other way. The lecture. only a few people can efficiently process information received auditorially. Other people can process better that information presented visually. Typically they build on the background of the lower division courses. Second. experts on manners inform us that we violate cultural norms when we wear head coverings inside a building. Upper Division Courses Upper division courses are numbered 300 and 400. They may have one or both of the following characteristics. a specific discipline. Upper division courses enable students to study a major field in depth by building upon and integrating the knowledge gained in lower division courses. 2. the ability to solve problems. evaluation. synthesis. A Teaching Philosophy Teaching and Learning Teaching Is More than Lecturing. First. People will then perceive your face. and integration of knowledge and skills from several specific areas in a discipline or from related disciplines.(Professional Presence. 1. an emphasis on independent study and/or research in the laboratory. tactility.

Use your team members as a study group or select others in your class to 9 . this scenario already exists and is used by Capella University. their supervisors will probably hand them product manuals with instructions to internalize the material in them by the next day. some people like the lecture method because taking notes is easier than thinking. virtual reality hardware and software will probably change the nature of teaching and learning within the next ten years. Would the human specie have survived if methods of procreation were taught only through the lecture method with no opportunity for practical experience? Some Students Prefer the Lecture If the lecture generally fails to teach. After that amount of time a person’s attention deviates from the material being presented. Our K. Before long students can experience marketing concepts. indeed. directly in a virtual world with virtual consumers buying virtual goods and services. It seems that the best way to teach. Instructors who lecture learn the material well because they use it when they lecture. then. Third. Instead. and others. should teachers do if they don’t stand in front of a classroom of people and talk? If they don’t lecture do they still work? A teacher’s job is to create an environment within which students can learn. One scenario depicts students sitting in front of monitors interacting with educational software written by teachers. learned. They will internalize the material before they show up for work the next day because they need the information when they call on their first client. Many college professors lectured.12 teachers lectured. a teacher’s job also involves measurement to determine whether that which should have been learned was. requires the student to use what he/she is to learn. accomplished through commitment and hard work. I can recommend the following study suggestions. Of course. Second. participatory thing. Once students leave college they will spend the rest of their working lives learning on their own. Unfortunately. 1. often. Instead. University of Phoenix. What Is Teaching? What. Teaching and Learning Will Change Professional educators tell us that over the next few years teaching and learning will change. then. For example. I think additional changes will come soon. Teachers cannot force students to learn. in-depth analyses of problems and issues. to ask questions. Periodically these students interact with teachers via e-mail. We like best that with which we become familiar. This fact is precisely the reason TV programming and USA Today provide short sound/sight bites rather than long. Learning requires the learner to think. learning is an active. Study with other people. why do some students like it? First. no teacher can know which specific material out of a large volume of material will become important for each student over the next 40 years of his/her work life. many students are accustomed to the lecture format. we want teachers to separate the unimportant from the important in the text because we don’t want to read the whole thing. Sitting passively in class taking notes seems easier than thinking. students who receive the lecture do not learn the material because they can not use it and. Indeed. after more than 30 years of university teaching. educators also know that people learn best what they use. nor can teachers trick students into learning. can not relate it to any other material stored in memory. humans possess a limited attention span. for most people somewhat less than three minutes. for example. Unfortunately. and after attending a number of seminars in teaching and learning. and to try and apply the material being presented. Their employers will not lecture to them. The most a teacher can do is create a learning atmosphere that does not stand in the way of learning.Second. How to Study After attending universities for many years. Third.

but check your answers with others. study with. Utilize the counseling center’s short seminars on study skills and exam preparation. 5. 4. 2. Outline the chapters by reading a paragraph then summarizing it in one sentence. and so on. see me. then reading another and summarizing it. Read the text and prepare for the exams when the chapters are due rather than just before an exam. prepare answers to the essay exam questions alone. That is. Of course. interact with the text. Bring questions and issues to class for discussion. 6. When you read. Last Word I shall attempt to create an environment within which you can learn. If the environment isn’t working for you. question what you read. 10 . 3. Argue with the material.