Florida Gulf Coast University Lutgert College of Business Marketing Department MAR3503 Consumer Behavior Spring 2015

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1 Course name: Class schedule: Course mode: Classroom: Lutgert Hall, Room 2208 CRN: Consumer Behavior Wednesday, 6:30 PM 9:15 PM On campus, face-to-face meetings Credit hours: 3 Final exam: Wednesday, 4/29/15, 5:45 PM 8 PM, LH2208 Florida Gulf Coast University Lutgert College of Business Marketing Department MAR3503 Consumer Behavior Spring 2015 Instructor: Dr. Tran, Ph.D., Assistant Professor of Marketing Office: Lutgert Hall, 3347 Office hours: Tuesday 8:30 AM 9:30 AM; 1:45 PM 3:15 PM Thursday 8:30 AM 9:30 AM; 1:45 PM 3:15 PM By appointment Canvas Catalog course description: Study of the decision processes of individuals and groups toward consumer products and the implications of these processes for marketers. Emphasis on both individual, group, and external determinants of consumer attitude and behavior. Prerequisite: MAR Objectives: Upon completion of the course, you will understand and appreciate the individual and organizational consumer buying processes. You will understand the basic key theoretical perspectives embedded in psychological, sociological, and economic principles. In summary, by the end of the course, you will be able to: 1 P a g e

2 Explain the key models of consumer behavior and the tenets of market segmentation. Demonstrate an understanding of the stages and implications of the consumer decision process. Relate internal dynamics such as self-concept, personality, perception, learning, attitude, and motivation to consumer behavior. Relate external influences such as culture, society, family, and reference groups to consumer behavior. Course materials: Required textbook: Consumer Behavior: Building Marketing Strategy by Delbert Hawkins and David Mothersbaugh, 12 th edition, McGraw-Hill, ISBN: Canvas: Course materials will be available within Canvas. You can access Canvas using the Internet at the website The site is password protected. You can learn more about Canvas by reviewing the online material. Should you encounter any problems at any time on Canvas, it is your responsibility to contact the Help Desk at or Outside readings and/or journal papers: Outside readings and journal papers will be provided for class sessions as determined by the instructor. You may be required to find published readings through FGCU libraries. Course format: A combination of class discussions, lectures, guest speakers, videos, and individual assignments will be used in this course. The lectures will cover the assigned topics but will not necessarily present the material as covered in the text. You are expected to attend all classes and be prepared to discuss the readings during class. You may be called upon during class. It is your responsibility to attend class, participate in class discussions, and take notes. PowerPoint notes will not be provided. Grading: Your grade will be based on exams, attendance, in-class participation, online assignments, a syllabus quiz, and online chapter quizzes. 2 P a g e

3 Exams: Exams will cover assigned readings, lectures, and other material covered in class (including guest lectures, articles, videos, presentations, and class discussions). You are responsible for the material even if it is not mentioned or emphasized during class sessions. Exams are closed book and closed notes. Make-up exams will be administered only under extreme circumstances; documentation will be required. Make-up exams may contain different questions and may contain only essay and short-answer questions. Make-up exams will only be administered during the week of final exams at the end of the semester. If class is cancelled on a scheduled exam day, the exam will be administered the next scheduled class day. You may be assigned or reassigned seats for exams. You are responsible for bringing your own scantrons on the day of the exam for all exams (Pearson NCS Test Sheet 100/100 Form No ). No scantrons will be distributed on exam days. Original exam scantrons will be retained; copies of your exam scantrons will be returned. Exam grades will not be posted in Canvas. You need to keep track of your exam grades. Attendance: Attendance is both expected and mandatory for this class. You should be punctual to every class session. If you miss class, you are responsible for obtaining all notes and announcements that occurred when you were absent from class. Attendance will be recorded at the beginning of class. If you are late, it is your responsibility to let me know that you arrived late at the end of that class meeting. Partial credit will be awarded for attending class when you arrive late or leave class early. In-class participation: In-class participation is a part of your grade; it is an important part of the shared learning experience. Your active in-class participation helps me evaluate your overall performance. If you attend class on time and stay for the entire class period, it will help you excel in this area. If you choose to be late to class and leave early, this may lower your in-class participation grade. If you use your mobile device for non-academic purposes, meaning you are texting or surfing the Internet, this may lower your in-class participation grade. I will call you out for using your mobile device for texting or surfing the Internet. Note that attending class does not mean you automatically earn in-class participation points. To earn in-class participation points, you should consistently contribute during class discussions by: Providing strong evidence of having read and thought through the material. 3 P a g e

4 Advancing the class discussion by contributing insightful comments and questions. Listening attentively in class. If you have side conversations during others presentations or class discussion times, this may result in a lower in-class participation grade. Demonstrating interest in your peers comments, questions, and presentations. Giving constructive feedback to your peers when appropriate. If you miss class meetings, note that this affects both your attendance grade and in-class participation grade. Online assignments: For each online assignment, students will complete an assignment and submit it in Canvas. The online assignments will be available for 72 hours before the due date and time. The criteria for each online assignment will be described later. Correct grammar, spelling, and punctuation will be expected for online assignments; points will be deducted for typos and other errors. Online assignments are individual assignments. Online chapter quizzes: For each chapter, there will be an online chapter quiz in Canvas. Each online chapter quiz is due before the class meeting. Online chapter quizzes are individual efforts. You are allowed to use your textbook for the online chapter quizzes. There is also a syllabus quiz. You are allowed to use your syllabus and notes for the syllabus quiz. Late work: Assignments turned in late will earn a failing grade of zero. You should be submitting assignments on time. The grade distribution will be as follows: 4 P a g e

5 Description Points Percentage Exam % Exam % Exam % Exam % Attendance* % In-class participation % Online assignments % Online quizzes & syllabus quiz* % Total % *The final points for these categories may vary depending on class progress and university closures. If the points for these categories vary, the total points will be adjusted accordingly. Final course grades will be assigned according to the following: A A B B B C C C D D D F P a g e

6 It is expected that grades will be assigned on a straight scale. However, curving may be undertaken if necessary. Grade appeals and incompletes: Grade appeals: Any exam, assignment, or project submitted for the regrading of one part (or one question) is subject to a complete regrade. As a result, the grade may increase, stay the same, or decrease. For all grades distributed in class and posted in Canvas, you will have up to 2 weeks to schedule a time to meet with me regarding your grade. After 2 weeks of the grade distribution in class or grade posting, you will not be able to meet with me and appeal the grade. Incompletes: An "I" grade indicates that you have not completed a limited portion of the required course work due to extenuating, unforeseen circumstances (e.g., one assignment or exam due to illness or personal emergency). For more information on incomplete grades, go to Student communications and conduct: You are expected to act in a professional manner reflecting the norms of conduct reflective of the corporate workplace. You are expected to conduct yourself professionally in all interactions regarding this course. Electronic communications need to start with a greeting, and include complete sentences with correct grammar, spelling, and punctuation. Use the conversation function in Canvas to contact me. Avoid ing me from your personal accounts; Family Educational Rights and Privacy Act (FERPA) prohibits me from ing information about grades to accounts other than your FGCU account. Class discussions require professional courtesy and language. You must demonstrate respect for others in the course rude behavior and interruptions will not be tolerated. As a minimum, you need to be familiar with and adhere to all principles as described by the Student Code of Conduct ( You are responsible for knowing and adhering to the provided guidelines. Academic integrity: All exams and assignments are to be your individual work. Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Academic dishonesty includes cheating and plagiarism. For more details, please go to The policies outlined on this website will be followed. 6 P a g e

7 The term cheating includes, but is not limited to, (1) use of any unauthorized assistance in completing quizzes, exams, or assignments; (2) dependence upon the aid of sources beyond those authorized by the instructor in writing papers, preparing reports, solving problems, or carrying out other assignments; or (3) the acquisition, without permission, of tests or other academic material belonging to a faculty member or staff of the university. The term plagiarism includes, but is not limited to, the use, by paragraph or direct quotation, of the published or unpublished work of another person without full and clear acknowledgment. It also includes the unacknowledged use of materials prepared by another person or agency engaged in the selling of term papers or other academic materials. Copying or using material from papers previously submitted by others (at FGCU or other learning institutions) or downloaded from the Internet is plagiarism. If you quote material, you must cite your sources. Large scale copying and pasting from other sources, even if properly noted, does not meet the criterion of submitting your own work and will possibly result in a failing grade for the course. You are expected to demonstrate honesty in your academic pursuits. The university policies regarding issues of honesty can be found in the FGCU Student Guidebook under the Student Code of Conduct and Policies and Procedures sections. You are expected to study this document which outlines your responsibilities and the consequences for violations of the policy. The FGCU Student Guidebook is available online at Disability accommodations services: Florida Gulf Coast University, in accordance with the Americans with Disabilities Act and the university s guiding principles, will provide classroom and academic accommodations to students with documented disabilities. If you need to request an accommodation in this class due to a disability, or you suspect that your academic performance is affected by a disability, please see me or contact the Office of Adaptive Services. The Office of Adaptive Services is located in Howard Hall, room 137. The phone number is or TTY For more information, go to Student observance of religious holidays: All students at Florida Gulf Coast University have a right to expect that the University will reasonably accommodate their religious observances, practices, and beliefs. Students, upon prior notification to their instructors, shall be excused from class or other scheduled academic activity to observe a religious holy day of their faith. Students shall be permitted a reasonable amount of time to make up the material or activities covered in their absence. Students shall not be penalized due to absence from class or other scheduled academic activity because of religious observances. Where practicable, major examinations, major assignments, and University ceremonies will not be scheduled on a major religious holy day. A student who is to be excused from class for a religious observance is not required to provide a second party certification of the reason for the absence. 7 P a g e

8 Library resources: Main page: Tutorials & handouts: Research guides: Faculty support: Contact: Electronic devices: All electronic devices are to be silenced during class. You are not allowed to audio tape or video tape my class lectures with the exception of any student that has a documented disability and the OAS determines the best reasonable accommodation for the student is to allow them to audio tape of video tape class lectures. Written instructor permission is required before any audio and/or video recording of class meetings. No photographs may be taken of lectures or presentation materials. You are allowed to use tablets, netbooks, and laptops during class meetings. You should be using these electronic devices for coursework. This is a privilege; I reserve the right to change this policy as necessary. I will call you out for using mobile devices if it is not for academic purposes. Non-academic purposes include texting and surfing the Internet. Disclaimer: The syllabus may be modified at the instructor s discretion. The information contained in this course syllabus are subject to change in the event of extenuating circumstances or class progress. Any changes that take place will be announced. To be successful in this course: 1. Purchase or rent the course textbook; make sure you have the correct edition. 2. Read the course textbook and other assigned materials. 3. Attend all class meetings and come to class prepared. If you must miss a class meeting, it is your responsibility to contact classmates and get information. 4. Take notes. 8 P a g e

9 5. Note all exam and class meeting dates in your planner. Check your planner daily. If you use a monthly and weekly planner, it is a good idea to mark all important dates on both the month and week pages. 6. Review and use study methods you may have encountered in other classes or preparatory college courses. 7. If you are not familiar with Canvas, it is your responsibility to practice using it and learn how to use the various functions and tools of Canvas. 8. Check Canvas often for updates. Tentative schedule: We will attempt to stay as close to this schedule as possible. However, it may be adjusted to accommodate class progress or to take advantage of guest speakers, if the opportunity should arise. Read before Week Date Topic class Due Introduction to the course, syllabus discussion Syllabus 1 7-Jan Ch 1 Consumer behavior & marketing strategy Ch 1 NA Ch 2 Cross-cultural variations in consumer behavior & Syllabus quiz due in Canvas by 5 PM 2 14-Jan online assignment Ch 2 Online assignment due in Canvas by 11:59 PM Ch 3 The changing American society: Values Ch 4 The changing American society: Demographics Online Ch 1, 2, 3, 4 quizzes due in Canvas by Jan & social stratification Ch 3 & 4 PM** Ch 5 The changing American society: Subcultures & Online Ch 5 quiz due in Canvas by 5 PM 4 28-Jan online assignment Ch 5 Online assignment due in Canvas by 11:59 PM 5 4-Feb Exam 1 NA NA Ch 6 The changing American society: Families & households 6 11-Feb Ch 7 Group influences on consumer behavior Ch 6 & 7 Online Ch 6 & 7 quizzes due in Canvas by 5 PM Ch 12 Self-concept & lifestyle 7 18-Feb Ch 8 Perception Ch 12 & 8 Online Ch 12 & 8 quizzes due in Canvas by 5 PM 8 25-Feb Exam 2 NA NA 9 4-Mar Spring break, no classes NA NA Ch 9 Learning, memory, & product positioning Mar Ch 10 Motivation, personality, & emotion Ch 9 & 10 Online Ch 9 & 10 quizzes due in Canvas by 5 PM 9 P a g e

10 11 18-Mar Ch 11 Attitudes & influencing attitudes Ch 13 Situational influences Ch 11 & 13 Online Ch 11 & 13 quizzes due in Canvas by 5 PM Mar Ch 14 Consumer decision process & problem recognition & online assignment Ch 14 Online Ch 14 quiz due in Canvas by 5 PM Online assignment due in Canvas by 11:59 PM 13 1-Apr Exam 3 NA NA Ch 15 Information search 14 8-Apr Ch 16 Alternative evaluation & selection Ch 15 & 16 Online Ch 15 & 16 quizzes due in Canvas by 5 PM Apr Ch 17 Outlet selection & purchase & online assignment Ch 17 Online Ch 17 quiz due in Canvas by 5 PM Online assignment due in Canvas by 11:59 PM Apr Ch 18 Postpurchase processes, customer satisfaction, & customer commitment Ch 20 Marketing regulation & consumer behavior Ch 18 & 20 Online Ch 18 & 20 quizzes due in Canvas by 5 PM Exam 4 Wednesday, 4/29/15, 5:45 PM 8 PM, LH Apr 2208 NA NA **Online chapter 1, 2, 3, and 4 quizzes will be available earlier than 1/21 in Canvas. I am giving you this later due date for these particular online chapter quizzes to give you a chance to purchase or rent the textbook. After 1/21, online chapter quizzes will be due on the date of the class meeting by 5 PM. 10 P a g e