CONSUMER BEHAVIOR
BA 492/592
Fall 2008

Time: Tuesday/Thursday

Section 2 2:00 – 3:50

Section 3 4:00 – 5:50

Location: Bexell 103

Credits: 4 credits

Prerequisite: BA 390

Instructor: Dr. Colleen Bee

Office: Bexell 406

Phone: (541)737-6059

Email: colleen.bee@bus.oregonstate.edu

Office Hours: Tuesday/Thursday 1:00 – 2:00pm (Bexell 406)

Wednesday 9:00 – 10:00am (Weatherford EG08) and by appointment

Required Readings:

Hawkins, D.I., Mothersbaugh, D.L., & Best, R.J. (2007). Consumer Behavior: Building Marketing

Strategy, 10^th ed. Boston, MA: McGraw-Hill Irwin.

Additional readings available on Blackboard.

Course Description

Understanding the processes that lead to purchase, so as to improve decisions on segmentation and the appropriate marketing mix for each segment. How consumers and households make decisions, and why different individuals/groups make different decisions. Application of behavioral science concepts at individual, subcultural and cultural levels. Effects of consumerism and regulation also are considered.

Course Objectives:

1) To develop an understanding of consumer behavior and influence processes from a variety of perspectives.

2) To develop the ability to generate ways of applying the basic principles underlying human behavior to a variety of business contexts and situations.

3) To develop an appreciation and understanding of how marketing research, marketing strategy, and basic research on intra and interpersonal processes play multiple roles in the discipline of marketing, as well as the practice and long-term success of business.

COURSE ORGANIZATION

Classes:

Lecture/discussion format. Students are encouraged to ask questions, actively participate in discussions, and to comment on reading and lecture materials. Because the text is organized around my lectures, the textbook will be used as a resource material. You should note that although the text supports the lectures, we will not rehash the text. However, you will be responsible for knowing the material from the required readings whether it is explicitly covered in class or not.

Preparation:

Students should be prepared to discuss and answer questions about text, lecture and other assigned reading material, particularly assigned cases. I will expect you to have read the assigned readings by the date given on the outline.

COURSE EVALUATION

Exams:

There will be three exams. Exam #1 and Exam #2 are not cumulative and will take place in-class. The final exam is cumulative and will occur during finals week. Students will be responsible for all class material covered in the following sources: a) assigned readings, b) lectures, c) cases, d) handouts, e) videos, and f) class discussions. Questions will consist of multiple choice and short answer/essay questions. Not only will you be expected to know facts, but also how to apply those facts in different situations.

Current Event Presentation:

Working in groups of 2, you will choose a recent newspaper or a magazine article (from Wall Street Journal, Advertising Age, BrandWeek, Business Week, etc.) dealing with a consumer behavior issue presented in class. You should briefly summarize the article to the class and then explain how it is related to the marketing concepts previously presented. You should initiate a discussion with the class about the relevance of the information found in the article and more important, you should provide additional information on the topic to trigger a discussion. The presentation/discussion should last around 10-15 minutes. I should pre-approve your choice at least one week prior to the discussion date. The presentations should in the second week of class with two team presentation(s) per class period. By the second week of class, you should have picked up your presentation date.

Consumer Behavior Research Project

Working in teams of 4 or 5 people you will develop a research project for a consumer behavior of your choice. You will have to present the final project to the class at the end of the semester.

Almost everyone learns best by "doing". To give you some practical experience in determining why consumers buy certain products or services the way they do or why they react to social issues such as binge drinking, smoking… each group will decide on some type of consumer behavior project. The goal of this project is to analyze a consumer behavior situation using primary and/or secondary data collections and to make appropriate recommendations for a company/organization involved in the market.

Class Participation:

In class participation is an important part of the learning process and your preparation and participation in class discussion will be accounted for. Class participation credit will be awarded on the basis of your positive (i.e., constructive) contribution to class discussions and by how well prepared you are in class discussions. Evidence of this will be apparent by the extent to which you are able to answer questions asked by the instructor during lectures. Your contribution is expected to be meaningful and relevant (e.g., it should show that you've read the material and have been attending class).

Case Discussions:

As part of participation, students must come to class prepared to discuss ALL cases. Students must be prepared with at least a summary of the issue; a discussion of how the case relates to course concepts; and any assigned questions. All cases will be discussed in class, so students must read and thoroughly prepare the cases ahead of time. A grade will be given for participation.

course evaluation Summary:

Exams (2 @ 60 points each; final @ 80 points): 200 points

Consumer Behavior Research Project 60 points

Research Project Presentation 20 points

Current Event Presentation 10 points

Participation: 10 points

Total 300 points

Late assignments and projects will be deducted 15% per day.

COURSE POLICIES

Course Policy on Exams: All students will be required to take the exams at the time and date specified on the course outline. If, for some very compelling and unforeseen reason, a student is unable to take an exam at the specified time and date, he/she must notify the instructor prior to the exam. Make-up exams may be in an alternative format.

Course Policy on Academic Conduct: As members of the College of Business community, students are expected to adhere to the COB Code of Conduct http://www.bus.oregonstate.edu/about/cobcodeofconduct.htm. In addition, students enrolled in courses at Oregon State University are expected to adhere to the highest standards of academic conduct. Any case of academic dishonesty will result in a grade of F for the course. This action is allowed by Academic Regulations and Procedures as described in the Schedule of Classes. Any kind of inappropriate academic conduct in this course will be addressed in accordance with the university's stated policies and procedures on academic dishonesty. Please consult the following website for additional information regarding academic dishonesty http://oregonstate.edu/admin/stucon/achon.htm.

Student Feedback: Exam scores and graded assignments will be returned to the student as quickly as possible (usually within a week). Following the first exam, you should conduct a self-analysis of your performance. If you need improvement, please contact me so that I can help. In addition, you may find it helpful to talk with other students for insight on study techniques and exam preparation.

Statement Regarding Students with Disabilities: Accommodations are collaborative efforts between students, faculty and Services for Students with Disabilities (SSD). Students with accommodations approved through SSD are responsible for contacting the faculty member in charge of the course prior to or during the first week of the term to discuss accommodations. Students who believe they are eligible for accommodations but who have not yet obtained approval through SSD should contact SSD immediately at 737-4098.

COURSE SCHEDULE

Week	Day	Date	Topic	Readings	Requirements
1	Tues.	Sept. 30	Introduction What is Consumer Behavior?	Ch. 1
	Thurs.	Oct. 2	Information Processing: Perception	Ch. 8	Student Profile Due
2	Tues.	Oct. 7	Information Processing: Learning	Ch. 9
	Thurs.	Oct. 9	Motivation, Emotion, Personality	Ch. 10	Consumer Situation Due
3	Tues.	Oct. 14	Attitudes & ELM Case 3-10: Framing Preventative Care	Ch. 11 Case 3-10 (p.478)
	Thurs.	Oct. 16	Interpersonal Influence	Cialdini (reading)	Main Research Question Due
4	Tues.	Oct. 21	Self-concept and Lifestyle Case: 3-3: Marketing the California Avocado	Ch. 12 Case 3-3 (p.464)
	Thurs.	Oct. 23	Exam #1
5	Tues.	Oct. 28	Culture Case 2-1: Starbucks	Ch. 2 Case 2-1 (p.267)
	Thurs.	Oct. 30	Values Demographics	Ch. 3, 4
6	Tues.	Nov. 4	Subculture	Ch. 5
	Thurs.	Nov. 6	Household Decision Making	Ch. 6
7	Tues.	Nov. 11	Group Influences Case 2-6: Prang Soybean Crayon	Ch. 7 Case 2-6 (p.273)
	Thurs.	Nov. 13	Consumer Decision Making	Ch. 13, 14, 15
8	Tues.	Nov. 18	Consumer Decision Making cont’d Organizational Decision Making	Ch. 17, 18
	Thurs.	Nov. 20	Exam #2
9	Tues.	Nov. 25	Consumption and Society Case 2-9: Fighting Childhood Obesity	Ch. 20 Case 2-9 (p.276)
	Thurs.	Nov. 27	Thanksgiving – no classes
10	Tues.	Dec. 2	Group Presentations		Team Projects Due
	Thurs.	Dec. 4	Group Presentations
11	Tues. Wed.	Dec. 9 Dec. 10	Final Exam 6:00pm (Sec. 2) Final Exam 2:00pm (Sec. 3)

* This schedule is subject to change

STUDENT PROFILE

To help me get to know you better, please complete this information sheet and return it.

Name: _____________________________________________________

e-mail: _____________________________________________________

Academic Status: Major: _____________________ Year: ______________

Career Interests and Areas of Special Expertise:

Past work experience?

_______________________________________________________

What career interests/plans do you have after graduation?

_______________________________________________________

Do you have special knowledge (work experience, etc.) in marketing? If so, please describe.

_______________________________________________________

What consumer behavior are you most interested in?

_______________________________________________________

What would you like to get from consumer behavior?

_______________________________________________________

Interesting Aspect About You:

_______________________________________________________

Please staple a photo of yourself to the upper right hand corner of this sheet before handing it in. If you don’t have a photo, photocopy your student ID. I’d like to put faces together w/names.