Consumer Behaviour - JJM372
|
|
|
||
Poslední úprava: Mehmet A. Orhan, Ph.D. (01.10.2018)
Course Description: This course aims to give an overview on how people make choices and decisions in general. The class combines different elements from various fields including (but not limited to) economics, psychology, marketing, sociology and ethics. Required Textbook: Consumer Behavior 6th Ed. by Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters. ISBN-13: 978-1133435211 Also available as eBook. ISBN: 9781285376103. http://www.cengagebrain.co.uk/shop/isbn/9781285376103 Alternative Textbook: Consumer Behavior: A European Perspective. 3rd Ed. by Michael Solomon, Gary Bamossy, Soren Askegaard, Margaret K. Hogg. ISBN-13: 978-0273687522 Additional Reading -(Recommended): -Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely -Why We Make Mistakes by Joseph T. Hallinan -Thinking Fast and Slow by Daniel Kahneman Topics To Cover Include (Tentative Weekly Plan): Week 1 Course Introduction & Expectations Introduction to Consumer Behavior Week 2 Human Psychology -Perception, Learning & Memory -Motivation Week 3 Human Psychology -Attitudes -Case studies Week 4 Decision Making Process -Problem Recognition and Information Search Week 5 Midterm Exam Week 6 The Consumer’s Culture -Social Influences on Consumer Behavior Week 7 Consumer Diversity Week 8 Household and Social Class Influences Psychographics: Values, Personality, and Lifestyles Week 9 Consumer Behavior Outcomes and Issues -Innovations: Adoption, Resistance, and Diffusion -Symbolic Consumer Behavior Week 10 Ethical Aspects and Social Responsibility Issues in Marketing Week 11 Final Exam (Written Part) Week12 Final Exam (Oral Part) Evaluation & Grading: Grading: Assignments (20%) Midterm Exam (30%) Final Exam - Written (50%) Final Exam - Oral (TBD) Dates and weights are subject to change. |