Lahore University of Management Sciences. MKTG 332 Consumer Behavior Spring Semester 2017

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Instructor Dr. Adnan Zahid Room No. 402 Office Hours TBA Email Adnan.zahid@lums.edu.

1 Instructor Dr. Adnan Zahid Room No. 402 Office Hours TBA Telephone Secretary/TA Ahmad Ali TA Office Hours TBA Course URL (if any) suraj.lums.edu.pk Lahore University of Management Sciences MKTG 332 Consumer Behavior Spring Semester 2017 COURSE BASICS Credit Hours 3 Lecture(s) 2 Duration 75 minutes Recitation/Lab (per week) Nbr of Lec(s) Per Week Duration Tutorial (per week) Nbr of Lec(s) Per Week Duration COURSE DISTRIBUTION Core Elective Open for Student Category Close for Student Category x Junior and Senior All others COURSE DESCRIPTION The main objective of this course is to provide you with a strong foundation for critical thinking in the area of consumer decision making. This will entail familiarity with a fairly extensive body of literature pertaining to consumer behavior, both psychological and cultural perspective to consumer research. Viewing theory and methods from these two complementary perspectives will allow students to develop a broad approach in consumer behavior that will help them orient as well as focus their research in the future. COURSE PREREQUISITE(S) MKTG 201 Principles of Marketing COURSE LEARNING OBJECTIVES to familiarize students with research in the field of consumer behavior to develop a strong foundation for critical thinking in different areas of consumer research to familiarize students with multiple research methods, primarily experimental design and interpretive research to build skills in conceptualizing, operationalizing, and developing research ideas related to consumer behavior to impress the importance of the strong link between consumer research, and marketing strategy

2 LEARNING OUTCOMES Students should be able to: Lahore University of Management Sciences 1. demonstrate familiarity with research in consumer behavior 2. demonstrate a critical appreciation of research in consumer behavior 3. demonstrate understanding of a variety of research methodologies and perspectives in consumer research 4. demonstrate skills in identifying, designing, and operationalizing original research in consumer behavior 5. apply consumer research in developing marketing strategy UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES General Learning Goals & Objectives Goal 1 Effective Written and Oral Communication Objective: Students will demonstrate effective writing and oral communication skills Goal 2 Ethical Understanding and Reasoning Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context. Goal 3 Analytical Thinking and Problem Solving Skills Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions. Goal 4 Application of Information Technology Objective: Students will demonstrate that they are able to use current technologies in business and management context. Goal 5 Teamwork in Diverse and Multicultural Environments Objective: Students will demonstrate that they are able to work effectively in diverse environments. Goal 6 Understanding Organizational Ecosystems Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal, Technological, and Social environment of organizations. Major Specific Learning Goals & Objectives Goal 7 (a) Discipline Specific Knowledge and Understanding Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to real world situations (Including subject knowledge). Goal 7 (b) Understanding the science behind the decision making process (for MGS Majors) Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision support tools, interpret results and make meaningful recommendations to support the decision maker

3 Lahore University of Management Sciences Indicate below how the course learning objectives specifically relate to any program learning goals and objectives. PROGRAM LEARNING GOALS AND OBJECTIVES Goal 1 Effective Written and Oral Communication Goal 2 Ethical Understanding and Reasoning Goal 3 Analytical Thinking and Problem Solving Skills Goal 4 Application of Information Technology Goal 5 Teamwork in Diverse and Multicultural Environments Goal 6 Understanding Organizational Ecosystems Goal 7 (a) Discipline Specific Knowledge and Understanding Goal 7 (b) Understanding the science behind the decision making process COURSE LEARNING OBJECTIVES COURSE ASSESSMENT ITEM Essays, and Research Paper Multiple sessions focused on debating the ethical issues pertaining to consumer behavior Critical analysis of research articles Research Paper Major objective of the course is to impart Research Paper knowledge of consumer behavior GRADING BREAKUP AND POLICY Assignment(s)/ Quizzes: 25% Class Participation: 20% Attendance: 5% Research Paper: 20% Essay: 30% Research Paper: The purpose of this requirement is to encourage you to develop a particular research interest in the area of consumer research. This requirement is essential to your acquiring the skills necessary to contributing to the larger body of knowledge in the field. In selecting a topic, feel free to go beyond those covered in class. But, regardless of topic, the paper should reflect not only an in depth reading of the selected area, but also a compelling organization of the relevant literature. The paper should contain a statement of the research problem, a structured literature review, key propositions, brief description of a research design, and a discussion of the contributions. Attendance Policy If a student needs to be absent from a class, he or she must inform the instructor and the TAs in advance of the class and seek approval (unless it is an emergency). Otherwise, see below. If the student is late, even by one minute, he or she will lose 0.5% of the marks. It is important to note that if a student requests for leave through a petition, signed by a faculty member, and abiding by all the rules, it will be up to the instructor to accept or reject it. The decision will be made based on the attendance, class participation and general behavior of the student. In any case, since this is a class participation based course, a maximum of two absences may be allowed. Under no circumstances will a third absence be allowed. Under no circumstances will the student be exempted from the mid term or final exams for co curricular or extracurricular activities.

4 Lahore University of Management Sciences You will be allowed two absences without a grade reduction, but the total number of allowed absences, before you are disallowed from taking the final exam will be 5. So, a total of 5 absences, the first two free of cost, the 3 rd will cost you a grade reduction of 2%, the 4 th a further grade reduction of 3%, and the 5 th will cost a grade reduction of 5%. If a student misses a significant number of classes, the rules of the School of Business will apply and he or she will be deemed to have withdrawn from the course. EXAMINATION DETAIL Midterm Exam No: Combine Separate: Duration: Preferred Date: Exam Specifications: Final Exam No: Combine Separate: Duration: Exam Specifications: WEEK/ LECTURE/ MODULE Week 1 Topic TOPICS RECOMMENDED READINGS LEARNING OUTCOME Course Introduction Information processing model Jain, Shailendra Pratap and Durairaj Maheswaran (2000), Motivated Reasoning: A Depth of Processing Perspective, Journal of Consumer Research, 26 (4), CLO (1 & 3) Week 2 Information Processing model cntd MacInnis, D. J. and B. J. Jaworski (1989), Information Processing from Advertisements: Toward an Integrative Framework, Journal of Marketing, 53 (October), Van Osselaer, Stijn M. J. and Janiszewski, Chris (2012), A Goal Based Model of Product Evaluation and Choice, Journal of Consumer Research, Griskevicius, Vladas, Michelle N. Shoita, and Stephen M. Nowlis (2010), The Many Shades of Rose Colored Glasses: An Evolutionary Approach to the Influence of Different Positive Emotions, Journal of Consumer Research, 37(2),

5 Lahore University of Management Sciences Week 3 The role of emotionsmarketing. What is consumer Research? Han, Seunghee, Jennifer Lerner, and Dacher Keltner (2007), Feelings and Consumer Decision Making: The Appraisal Tendency Framework, Journal of Consumer Psychology, 17(3), JCR: The experiential aspects of consumption Excerpt from: The adventure of the Blue Carbuncle: Sherlock Holmes by Conan Doyle JCR article: What is consumer Research? Sherry, John F. (1991) Postmodern Alternatives: The Interpretive Turn in Consumer Research, in Handbook of Consumer Behavior; eds. Thomas Robertson and Harold Kassarjian, Englewood Cliffs, NJ: Prentice Hall, Week 4 Culture and Consumption Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods JCR article CLO (2) JCR: How consumers consume Douglas Holt JCR: Possessions as an extended self Russell Belk Beyond the Extended Self JCR Fournier, Susan (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24 (March), Does cultural Capital structure consumption Douglas Holt Sense of Humor and MCCs Journal Article JCR: Man of action Hero

6 Week 5 the Self Lahore University of Management Sciences JCR: Juggling lifestyles Firat, Fuat A. and Alladi Venkatesh (1995), Liberatory Postmodernism and the Reenchantement of Consumption, Journal of Consumer Research, 22 (December), Car culture in modern Malaysia Journal of Consumer Culture Week 6 & 7 social class You are what you post JCR Week 8&9 Gender The subaltern Consumer Russel Belk Globalization Week 7&8 Week 9 the internet

7 Discussion of Research Proposals Lahore University of Management Sciences Week 10 Discussion of personal Essays CLO(4) Week 11 Ethics in Consumer Behavior CLO(2) Week 12 Application: Consumer Behavior and Marketing CLO(4) Week 13 Week 14 Presentation of Research CLO(5) CLO(2 & 4)

8 Lahore University of Management Sciences TEXTBOOK(S)/SUPPLEMENTARY READINGS None.

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