Oregon State University

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BA 492/592

Consumer Behavior

Winter 2006

Instructor:      Dr. McAlexander                                 Text:   Consumer Behavior               

                        Bexell Hall 408, 737-3182                               (6th Edition)                 

                        Email: mcalexan@bus.orst.edu                         Author:  Solomon ISBN: 0131404067                                                                                                                                                              Publisher: Prentice Hall

 

Office Hours:       Tuesday 10:00 -11:00 (Weatherford D102)           

                              Thursday 10:00 – 11:00  (Bxl 408) and by appointment                             

Prerequisites:       Principles of Marketing and Junior Standing

 

Course Objectives:  Consumer Behavior is an interdisciplinary field that studies how consumers acquire, consume, and dispose of goods and services.  This course will adopt an interdisciplinary perspective and approach the study of consumer behavior from the perspectives offered by several disciplines: psychology, sociolo­gy, anthropology, and marketing.  What should emerge from this broad study is a rich understanding of this important facet of human behavior.  Be prepared, such an ambitious goal places high expectations upon the students of this class. 

 

Grading:  Your grade will be based upon your performance on three in-class exams, an optional comprehensive final exam, unannounced quizzes, and an optional term project.  Please note that optional assignments are NOT “extra credit.”  Their scores and associated points will be calculated into your grade in the same way as normal assignments.  Your grade will not be influenced negatively by them if you choose not to complete them.

Please note that I do not grade on a "curve."  Also note, that I am not "flexible" in grading.  Please do not wait until the end of the term to try to change your grade: NOW IS THE TIME TO EARN THE GRADE YOU DESIRE.

Exam 1: 1400 points

Exams 2-3: 2000 points each

Comprehensive Final Exam (optional) 4: 1400 points

Pop Quizzes: 0-300 points

Term Project: Undergrad 400 points, Grad 500 points

                                 A=93%; A-=90-92.99%; B+=89.9-87%; B=86.99-83% points

                                 B-=82.99-80%; C+=79.99-77%; C=76.99-73%; C-=72.99-70%

                                D+=69.99-67%; D=66.99-63%; D-=62.99-60%; F=59.99 or below

 

Optional Undergrad Term Project:  Undergrads will complete an annotated bibliography of five articles from recent (last eight years) issues of the Journal of Consumer Research, Psychology and Marketing, Journal of Advertising, Journal of Public Policy and Marketing, Research in Consumer Behavior or Journal of Marketing.  Articles assigned for class reading are not acceptable for inclusion in this project.  This assignment will be due at the beginning of class on March 14th.  Papers submitted after this time will be reduced by 100 points for every hour that they are late.  Each article that you read should be represented in a single page review wherein you highlight the content of the article and discuss the merits of the information presented.  Your paper will be evaluated with respect to the content of your remarks as well as with regard to fundamental issues of grammar. Please be sure that your name and ID number are indicated on each page of your assignment. 

 

Graduate Student Term Project:  Grad students will complete a literature review (with appropriate citations) of a topic of interest (to be approved by Professor McAlexander no later than January 24th). This literature review will be no less than eight pages and no more than ten pages (double spaced), exclusive of references. A successful assignment will integrate no fewer than eight articles from respectable academic publications drawn from relevant areas of consumer behavior. Articles assigned for class reading are not to be counted toward the minimum number of cited papers. This assignment will be due at the beginning of class, March 14th. Papers submitted after this time will be reduced by 100 points for every hour that they are late.

 

Academic honesty is expected.  Acts of academic dishonesty will not be tolerated, and offenders will be reported to appropriate college and university committees.

TENTATIVE SCHEDULE

Date

 

Text Chapters

Articles on Reserve

1/10

Introduction

Chpts 1

 

1/12

Exposure, Attention,

And Perception

Chpt 2

 

1/17

Learning and Memory

Chpt 3

 

1/19

Motivation and Involvement

Chpt 4

Celsi,. Rose, and Leigh  “An Exploration of High-Risk Leisure Consumption

1/24

EXAM 1

 

 

1/26

The Self

Chpt 5

 

1/31

Personality, Lifestyles

Chpt 6

 

2/2

Attitudes Change

Chpt 7

 

2/7

Attitude Change

Chpt 8

 

2/9

Decision Making

Chpt 9

 

2/14

EXAM 2

 

 

2/16

Buying and Disposing

Chpt 10

Otnes et al. “Gift Selection for Easy and Difficult Recipients”

2/21

Reference Groups

Chpt 11

 

2/23

Household Decisions

Chpt 12

 

2/28

Income and Social Class

Chpts 13

 

3/2

Subculture

Chpt 14

Schouten and McAlexander “Subcultures of Consumption”

3/7

EXAM 3

 

 

3/9

Age Subcultures

Chpt 15

 

3/14

Culture

Chpt 16

Optional and Grad assignment DUE at the beginning of class

3/16

Diffusion

Chpt 17

 

Final Exam 8:00 AM Class will be Mon at 2pm, 12:00 Class will we Wed at 6pm