FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY BUSML4201: CONSUMER BEHAVIOR. COURSE SYLLABUS i

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1 FISHE COLLEGE OF BUSINESS, HE OHIO SAE UNIVESIY BUSML4201: CONSUME BEHAVIO COUSE SYLLABUS i Instructor: Dr. Xiaoyan Deng Class Location: Schoenbaum Hall deng_84@fisher.osu.edu Class ime: uh 9:35-10:55AM Office: 534 Fisher Hall Office Hours: Fri or by appointment Course Materials: equired text: Consumer Behavior, 5 th Edition, by Wayne D. Hoyer and Deborah J. MacInnis, ISBN-10: , ISBN-13: Supplementary Course Materials: All other course materials such as supplementary readings and assignment instructions will either be available on CAMEN or given out in class. Course Objectives: Marketing begins and ends with the consumer, therefore it is essential that anyone wishing to understand marketing understand the consumer. his course is designed to give you an overview of consumer behavior and is intended to acquaint you with both what it means to be a consumer in a market-oriented society and what a marketer needs to know to understand the role of meeting the consumer s needs in the development of marketing strategy. o this end, we will explore processes involved in consumption and ways in which marketers are better able to predict and influence behavior. Learning Objectives: o understand the concepts, theories, and principles from the social sciences that apply to consumers and their purchase behavior. o learn how to make appropriate marketing decisions based on a sound knowledge of consumer behavior concepts. o become a more knowledgeable consumer, understanding how consumer behavior principles may affect your own buying patterns. i his syllabus is subject to change when necessary. 1

2 Course Evaluation: o Group assignment 50 points (50%) 1. Perceptual maps 10 points 2. Attitudes 10 points 3. Memory 10 points 4. Decision rules 10 points 5. Innovations 10 points o Individual assignment 10 points (10%) 1. Creative ads 5 points 2. Creative products 5 points o Exam 40 points (40%) 1. Exam 1 20 points 2. Exam 2 20 points OAL 100 points (100%) Important notes: Assignment: o here will be five group assignments throughout the semester. For these assignments, the class is broken up into small groups of five students and given a project to work on together during the class period. You may form your own groups for each assignment. Groups may change or stay the same throughout the semester (it is up to you). o For all five group assignments, you will be asked to write up the solution your group develops to turn in at the beginning of the following class period. One assignment will be turned in per group. If you miss a day when we do group work, your name will not be on the write-up and you will not receive credit for that group assignment. If you let me know prior to class that you are going to miss a group day (for a valid reason) you will have an opportunity to turn in an individual assignment to make up this missed group assignment. hese individual make-up assignments are due on the same day that the group reports are due. o here will also be two individual participation assignments, as outlined in the syllabus; details will be given in class. o All assignments must be turned in on time. urning in an assignment late will result in a 10% grade reduction for each 12 hour period after the due time. All written assignments must be typed. Any written assignment which is not typed will receive a 20% grade deduction. 2

3 Exam: o here will be two exams. Both exams will include material from the textbook, classroom discussion, and any supplemental material provided by the instructor. You are responsible for all material in the text, even if we do not cover it in class. he exams will only cover the information presented during the portion of the class stated on the syllabus and will not be cumulative. hat being said, it is important to note that some overlap will occur between exams. As a result, although earlier information will not be tested directly on the second exam, it is to the student s benefit to be comfortable with this material before proceeding in the course. o Both exams MUS be taken in class at the scheduled time. A make-up exam is only permitted with a written doctor s excuse or in an extreme personal situation. Notification of the need to take a make-up exam must be given 48 hours prior to the exam. Missing the exam without providing this notification in advance will result in a grade of 0 for the exam. Class attendance and participation: o Your ability to benefit from the course and contribute to the class is largely dependent upon your class attendance and participation. Learning is maximized when all students come prepared to class, participate actively in the class discussion, and demonstrate critical and analytical thinking skills. o Fisher College of Business strongly enforces University attendance policies. As per University rule , any student may be disenrolled from a course for failure to attend by the first Friday of the term, or by the 3 rd instructional day of the term, or by the second class meeting, whichever occurs first. Attending classes regularly is extremely important. If you are unable to attend class on any occasion, please notify me via in advance, unless it is an unforeseen emergency. Moreover, you will be responsible for everything covered or announced in class on that day. Finally, attending classes means attending the entire class, not part of it. Arriving late or leaving early is impolite and distracting to the instructor and your classmates. My personal pet peeve is that students leave in the middle of the class. Please try to avoid that unless there is indeed an emergency. Grade appeal policy Grades on assignments are intended to reflect the overall quality of performance of the student(s). If you think your grade on an assignment does not reflect the quality of your performance, you may submit a clear, written explanation of your reasoning within one week following the return of your assignment or test. he written document need not be long but it must clearly identify the problem or issue of concern. I will consider such appeals carefully. here will be no grading appeals after the one-week deadline has expired. 3

4 Grading Scale: Grade GPA Grade GPA A = % 4.0 C+ = % 2.3 A- = % 3.7 C = % 2.0 B+ = % 3.3 C- = % 1.7 B = % 3.0 D+ = % 1.3 B- = % 2.7 D = % 1.0 F = below 60 Honor Code: Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. hus, he Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University s Code of Student Conduct and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University s Code of Student Conduct and this syllabus may constitute Academic Misconduct. he Ohio State University s Code of Student Conduct (Section ) defines academic misconduct as: Any activity that tends to compromise the academic integrity of the University, or subvert the educational process. Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University s Code of Student Conduct is never considered an excuse for academic misconduct, so I recommend that you review the Code of Student Conduct, specifically, the sections dealing with academic misconduct. If I suspect that a student has committed academic misconduct in this course, I am obligated by University ules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University. Other sources of information on academic misconduct (integrity) to which you can refer include: o he Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html) o en Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/ten-suggestions.html) o Eight Cardinal ules of Academic Integrity ( Disability Policy: Students with disabilities or requiring special accommodations should work directly with he Ohio State University Office of Disability Services (ODS). ODS is located in 150 Pomerene Hall. he ODS phone number is (614)

5 PA ONE: HE PSYCHOLOGICAL COE Session Week Date opic/assignment eading Due Date /23 Introduction, Syllabus, and Overview: What is Consumer Behavior? Chapter /28 Consumer Behavior Methods Enrichment Chapter / / / / / / / /25 Motivation, Ability, and Opportunity I Chapter 2 Motivation, Ability, and Opportunity II Exposure, Attention, and Perception I Chapter 3 Individual Assignment 1 (IA1) Exposure, Attention, and Perception II In-Class Group Assignment 1 (GA1) Categorization I Chapter 4 GA1 due Categorization II Attitudes I Chapter 5 Attitudes II Chapter / / / / / /16 Attitudes III In-Class Group Assignment 2 (GA2) Guest speaker Learning and Memory I Chapter 7 Learning and Memory II In-Class Group Assignment 3 (GA3) Midterm review Midterm exam 9:35-10:55AM Schoenbaum Hall 205 IA1 due GA2 due GA3 due 5

6 PA WO: HE POCESS OF MAKING DECISIONS Session Week Date opic/assignment eading Due Date /18 Decision Making Process I Chapters 8& / / / / / / / / / / / / /4 Decision Making Process II Chapter 10 Decision Making Process III In-Class Group Assignment 4 (GA4) Post-Decision Processes Chapter 11 GA4 due he Decision to Adopt an Innovation I Individual Assignment 2 (IA2) he Decision to Adopt an Innovation II Chapter 16 In-Class Group Assignment 5 (GA5) Social Influences on Decision Making Chapter 15 GA5 due Consumer Psychographics Chapter 14 Consumer Cultures Chapters 12&13 BA hanksgiving Day no class Symbolic Consumption Chapter 17 IA2 due Exam 2 review Final exam 9:35-10:55AM Schoenbaum Hall 205 6

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