MAR 3211, Consumer Behavior Course Syllabus Course Description Investigates consumer behavior as the study of people and the products that shape their identities. Presents personal and professional relevance to consumer behavior, including psychological, social, economic, and political foundations in consumer activities. Learners analyze buying behavior by exploring the products, services, and consumption activities from a multicultural perspective, which contributes to the broader social world. Course Textbook Solomon, M. R. (2015). Consumer behavior: Buying, having, and being (11th ed.). Upper Saddle River, NJ: Pearson. Course Learning Outcomes Upon completion of this course, students should be able to: 1. Discuss how the field of marketing is influenced by the actions of consumers and how consumers are influenced by marketers. 2. Relate consumer behavior to public policy issues as addiction and environmentalism. 3. Explain the process of perception and how consumers interpret information about products and other people from the outside world. 4. Illustrate the motivation for how consumers are influenced by the values they subscribe as members of a particular culture. 5. Describe how consumers view themselves and how this affects what they do, want, and buy. 6. Illustrate how people's individual personalities influence the choices they make in terms of products, services, and leisure activities to shape their lifestyles. 7. Explain the basic sequence of steps consumers undergo when making a decision. 8. Explain how consumers' decisions are affected by particular situations and how consumers evaluate the results of their choices. 9. Explain how consumer purchase decisions are made in conjunction with others, especially co-workers or family members. 10. Discuss the ways that consumers' ethnic, racial, and religious identifications help to stamp social identities. Credits Upon completion of this course, the students will earn three (3) hours of college credit. Course Structure 1. Unit Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit. 2. Unit Lesson: Each unit contains a Unit Lesson, which discusses unit material. 3. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook. Supplemental Readings are provided in each unit study guide to aid students in their course of study. Chapter presentations are provided in each unit study guide as Supplemental Reading to aid students in their course of study. 4. Learning Activities (Non-Graded): These non-graded Learning Activities are provided in each unit to aid students in their course of study. 5. Key Terms: Key Terms are intended to guide students in their course of study. Students should pay particular attention to Key Terms as they represent important concepts within the unit material and reading. MAR 3211, Consumer Behavior 1
6. Discussion Boards: Discussion Boards are a part of all CSU term courses. More information and specifications can be found in the Student Resources link listed in the Course Menu bar. 7. Unit Assessment: This course contains one Unit Assessment, to be completed at the end of Unit I. Assessment is composed of written response questions. 8. Unit Assignments: Students are required to submit for grading Unit Assignments in Units II-VIII. Specific information and instructions regarding these assignments are provided below. Grading rubrics are included with the Unit II-VIII Assignments. Specific information about accessing these rubrics is provided below. 9. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions. 10. Student Break Room: This communication forum allows for casual conversation with your classmates. CSU Online Library The CSU Online Library is available to support your courses and programs. The online library includes databases, journals, e-books, and research guides. These resources are always accessible and can be reached through the library webpage. To access the library, log into the mycsu Student Portal, and click on CSU Online Library. You can also access the CSU Online Library from the My Library button on the course menu for each course in Blackboard. The CSU Online Library offers several reference services. E-mail (library@columbiasouthern.edu) and telephone (1.877.268.8046) assistance is available Monday Thursday from 8 am to 5 pm and Friday from 8 am to 3 pm. The library s chat reference service, Ask a Librarian, is available 24/7; look for the chat box on the online library page. Librarians can help you develop your research plan or assist you in finding relevant, appropriate, and timely information. Reference requests can include customized keyword search strategies, links to articles, database help, and other services. Unit Assignments UNIT II CASE STUDY For this assignment, read the case study Cheerios on pages 123-124 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions, with thorough explanations and well-supported rationale. 1. Analyze the reaction of consumers to the Cheerios advertisement depicting a multi-racial married couple. Should Cheerios have been more sensitive to this cultural issue? How does public policy factor into this? 2. Explain a minimum of five cultural and social issues that affected the negative responses to the Cheerios commercial. 3. Do you believe that the ultimate effect of this uprising is totally negative? Include your rationale. 4. Recommend a strategy for Cheerios to implement now, taking into consideration the consumer decision process. Your response should be a minimum of three pages, double-spaced, excluding the cover and reference pages. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. UNIT III WEB ASSIGNMENT According to an article published in Forbes in 2010, the 10 essentials of an effective website includes the following: company/product easily identifiable, front and center contact information, fast search bar, speed; detailed, well-organized content; product qualities highlighted, differentiated benefits presented, encourages return visit, easy to navigate, and fresh new content. Visit two-three websites for ONE type of product (e.g., laptops, laundry detergents, beverages, athletic shoes, etc.) and analyze the layout of these sites including the 10 essential elements listed above. Respond to the following questions evaluating the overall effectiveness of the websites. 1. How does a consumer s perception affect the influence the website has on the consumer? Include a discussion of the sensory aspects. MAR 3211, Consumer Behavior 2
2. What are the stages of perception as it relates to consumer decision and buying? Relate these stages to the qualities of effective websites as identified by Forbes. 3. How does a consumer s personality affect his or her buying decisions which inevitably shapes his or her lifestyles? Include a discussion of how a consumer s view of him or herself also impacts buying decisions. 4. Analyze the effectiveness of the websites in reaching their respective target markets. What specific things would you recommend implementing in order to improve upon the effectiveness? Your response should be a minimum of two pages, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. UNIT IV CASE STUDY For this assignment, locate and read the case study on page 294 of your textbook, Is Beauty More Than Skin Deep? Once you have read and reviewed the case scenario, respond to the following questions, with thorough explanations and well-supported rationale. 1. Dove s campaign assumes that advertising has the power to determine what we find attractive or unattractive. Do you agree? 2. Some people argue that fashion products are aspirational ; they encourage consumers to think about what they could be rather than what they are. Do you believe this is true? Reflect upon your own buying habits in this area with respect to the self-concept and ideal self. 3. Discuss how the hierarchies of effects within this particular industry might affect consumer buying decisions. 4. Examine three personality characteristics identified in the textbook in Chapter 7 that would evaluate this Dove campaign differently. Why do they view the campaign differently? How might this affect the marketing team at Dove? What would you recommend? Your response should be a minimum of three pages, double-spaced, excluding the cover and reference pages. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. UNIT V ARTICLE REVIEW Using the CSU Online Library, locate an article that discusses group and situational effects on consumer behavior. This could include the consumer s antecedent state, time, usage context of product, influence of others around you, store environment, and the general shopping experience. Note that these are ideas; please expand within the parameters of group and situational effects on consumer behavior. Respond to the following questions: 1. Summarize the article comparing how situational effects, such as atmospherics and other situational effects, impact the consumer buying decision. 2. With an eye on the article, discuss how outside people or groups affect consumer buying decisions. 3. Evaluate the effect of post-purchase feelings with respect to not only repeat purchases but how this might have an effect on other potential customers. How does the individual consumer s perception affect this? 4. How might a marketer use knowledge about groups and situational effects to influence the purchase of their products? Your response should be a minimum of two pages, double- spaced. References should include minimally the article reference from the CSU Online Library plus one additional credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines MAR 3211, Consumer Behavior 3
UNIT VI CASE STUDY For this assignment, locate and read the case study on page 448 of your textbook, Riding the Plus-Size Wave. Once you have read and reviewed the case scenario, respond to the following questions, with thorough explanations and wellsupported rationale. 1. Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and selfconsciousness. How can the plus-size industry leverage what we know about consumer behavior to address selfesteem issues? 2. Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? Compare this to the media images of men. 3. How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our society continues to place on thinness (as evidenced by the billions we spend on diet products, exercise and so on)? Given the health problems associated with obesity (heart disease, diabetes, etc.), should the industry continue to encourage this acceptance? 4. Assuming that Lane Bryant decided to take this globally, what is your recommendation with respect to identifying the correct marketing mix strategies (product, pricing, place, and promotion)? Your response should be a minimum of three pages, double-spaced, excluding the cover and reference pages. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. UNIT VII ESSAY Using the CSU Online Library, research the topic of how marketers use personality tests to understand consumer behavior. The use of information around psychological traits and demographics can be significantly valuable information to the marketer. Include a discussion of at least one personality test that marketers use and how it relates to identifying consumer behavior patterns. 1. Describe why identifying consumer behavior patterns are so important and impactful to the marketer. 2. Identify and explain a personality test that is used by marketers, including the basic premise of how it works. From a marketing standpoint, how might this tool be used with respect to more effectively reaching the company s target market? 3. Discuss potential disadvantages to the use of personality test results by a marketer. How might a marketer decrease the impact of these disadvantages? 4. Relate the use of psychological and demographic information along with reference groups and subcultures to understanding overall consumer buying habits. Your response should be a minimum of two pages, double-spaced. References should include minimally one additional credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. UNIT VIII CASE STUDY Case Analysis For this assignment, read the case study, Never Stay Here! The Power of Negative Online Reviews on page 537 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions, with thorough explanations and well-supported rationale. 1. Explain why consumer ratings are so very important to consumers today. The reality of it is that consumers are willing to take the word of a perfect stranger over that of a credible company. Aside from the profit motives of the company, why is this perfect stranger more credible? 2. What steps do you recommend a hotel take when dealing with a negative online review? Do you think that consumers will understand marketers reactions to these negative reviews? 3. Apply the consumer decision-making process to a recent online purchase that you were contemplating, assuming that you found a negative review during the process. How impactful was the review in the process? Explain. MAR 3211, Consumer Behavior 4
4. Have you ever written a positive or negative review? What motivated you to write the review or de-motivated you to not write the review? Explain thinking about the product, price of product, industry, and other factors that might allow you to draw conclusions about your review-writing habits. Your response should be a minimum of three pages, double-spaced, excluding the cover and reference pages. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. APA Guidelines The application of the APA writing style shall be practical, functional, and appropriate to each academic level, with the primary purpose being the documentation (citation) of sources. CSU requires that students use APA style for certain papers and projects. Students should always carefully read and follow assignment directions and review the associated grading rubric when available. Students can find CSU s Citation Guide by clicking here. This document includes examples and sample papers and provides information on how to contact the CSU Success Center. Grading Rubrics This course utilizes analytic grading rubrics as tools for your professor in assigning grades for all learning activities. Each rubric serves as a guide that communicates the expectations of the learning activity and describes the criteria for each level of achievement. In addition, a rubric is a reference tool that lists evaluation criteria and can help you organize your efforts to meet the requirements of that learning activity. It is imperative for you to familiarize yourself with these rubrics because these are the primary tools your professor uses for assessing learning activities. Rubric categories include: (1) Discussion Board, (2) Assessment (Written Response), and (3) Assignment. However, it is possible that not all of the listed rubric types will be used in a single course (e.g., some courses may not have Assessments). The Discussion Board rubric can be found within Unit I s Discussion Board submission instructions. The Assessment (Written Response) rubric can be found embedded in a link within the directions for each Unit Assessment. However, these rubrics will only be used when written-response questions appear within the Assessment. Each Assignment type (e.g., article critique, case study, research paper) will have its own rubric. The Assignment rubrics are built into Blackboard, allowing students to review them prior to beginning the Assignment and again once the Assignment has been scored. This rubric can be accessed via the Assignment link located within the unit where it is to be submitted. Students may also access the rubric through the course menu by selecting Tools and then My Grades. Again, it is vitally important for you to become familiar with these rubrics because their application to your Discussion Boards, Assessments, and Assignments is the method by which your instructor assigns all grades. Communication Forums These are non-graded discussion forums that allow you to communicate with your professor and other students. Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below. Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums. Ask the Professor This communication forum provides you with an opportunity to ask your professor general or course content questions. Questions may focus on Blackboard locations of online course components, textbook or course content elaboration, additional guidance on assessment requirements, or general advice from other students. MAR 3211, Consumer Behavior 5
Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a nonpublic nature, please feel free to email your professor. Responses to your post will be addressed or emailed by the professor within 48 hours. Before posting, please ensure that you have read all relevant course documentation, including the syllabus, assessment/assignment instructions, faculty feedback, and other important information. Student Break Room This communication forum allows for casual conversation with your classmates. Communication on this forum should always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to share assessment answers. Grading Discussion Boards (8 @ 2%) = 16% Unit I Assessment = 14% Case Study (4 @ 5%) = 20% Unit III Web Assignment = 15% Unit V Article Review = 20% Unit VII Essay = 15% Total = 100% Course Schedule/Checklist (PLEASE PRINT) The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you will be assured that you will complete the course within the time allotted. MAR 3211, Consumer Behavior 6
MAR 3211, Consumer Behavior Course Schedule By following this schedule, you will be assured that you will complete the course within the time allotted. Please keep this schedule for reference as you progress through your course. Unit I Introduction to Consumer Behavior and Decision Making Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior Chapter 2: Decision Making and Consumer Behavior Tuesday, Assessment by Tuesday, Unit II Cultural and Social Influences Chapter 3: Cultural Influences on Consumer Decision Making Chapter 4: Consumer and Social Well-Being Tuesday, Case Study by Tuesday, MAR 3211, Consumer Behavior 7
MAR 3211, Consumer Behavior Course Schedule Unit III Perception, Learning, and Memory Chapter 5: Perception Chapter 6: Learning and Memory Tuesday, Web Assignment by Tuesday, Unit IV Attitudes, Persuasion, and Internal Influences Chapter 7: The Self Chapter 8: Attitudes and Persuasion Tuesday, Case Study by Tuesday, MAR 3211, Consumer Behavior 8
MAR 3211, Consumer Behavior Course Schedule Unit V Group and Situational Effects Chapter 9: Group and Situational Effects on Consumer Behavior Tuesday, Article Review by Tuesday, Unit VI Subcultures Chapter 11: Consumer Identity II: Social Class and Lifestyles Tuesday, Case Study by Tuesday, MAR 3211, Consumer Behavior 9
MAR 3211, Consumer Behavior Course Schedule Unit VII Social Class and Lifestyles Chapter 11: Consumer Identity II: Social Class and Lifestyles Tuesday, Essay by Tuesday, Unit VIII Networked Consumer Behavior Chapter 12: Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion Tuesday, Case Study by Tuesday, MAR 3211, Consumer Behavior 10