Course
Outline

Department of Marketing, International Business
and Entrepreneurship

School
of Business and Economics

Tuesday/Thursday 13:00-14:15, OM
2741

1
Instructor

·
Dr. Joyce Shang, jshang@tru.ca

·
Office: IB 2036,Tel.: +1-250-828-8465

·
Office hours: Wednesday 9:00-10:00 (Please make
an appointment first.)

2
Calendar Description

Students
understand psychological, social and cultural theories that provide insight
into consumer behaviour. They recognize the theoretical concepts relevant to a
particular consumer decision-making context and demonstrate how these
principles apply. They then apply these concepts to analyze marketing
activities. Topics include defining consumer behaviour and consumer behaviour
research and examining how perception, learning and memory, motivation and
affect, self-perception, personality, life-style, values, attitude, group
influences, income, social class, family structure, subcultures, and culture
affect consumer decision making.

3
Educational Objectives/Outcomes

Upon
completing this course, students will be able to:

1.
Define consumer
behaviour and recognize its role and importance in marketing.

2.
Explain how the
process of perception influences consumer behaviour.

3.
Explain how
consumers learn about products and services and how memory systems work.

4.
Explain what will
motivate consumers and how different types of affective responses influence
consumption behaviours.

5.
Describe the
relationship between self-concept and consumption behaviours.

6.
Explain how
personalities, lifestyles, and values affect what consumers do, want, and buy.

7.
Describe how
consumers form and change attitudes

8.
Describe the
process that consumers go through in making decisions.

9.
Identify
different types of reference groups and how they influence consumer decisions.

10.
Discuss income,
social class, and family influences on consumer decisions.

11.
Compare various
consumer subcultures and describe how they guide consumption behaviours.

12.
Describe cultural
influences on consumer decision making.

13.
Analyze marketing
activities by using consumer behavior theories and concepts.

4
Course Topics

1. Introduction
to consumer behaviour

a.
Defining consumer behaviour and consumer
research

b.
The role and importance of consumer behaviour in
marketing

2. Perception

a.
Sensation and sensory marketing

b.
Process of perception

3. Learning
and memory

a.
Learning theories

b.
Memory process

4. Motivation
and affect

a.
Motivation theories

b.
Consumer involvement

c.
Affect

5. The
self

a.
Self-concept and consumption

b.
Gender

6. Personality,
lifestyles, and values

a.
Personality theories

b.
Lifestyles

c.
Values

7. Attitudes

a.
Components of attitudes

b.
Attitude formation

c.
Attitude change

8. Individual
decision making

a.
Perspectives in decision making

b.
Decision making process

c.
Biases in the decision making process

d.
Buying and disposing

9. Group
influences

a.
Reference groups

b.
Conformity

c.
Social media and consumer behaviour

10. Income,
social class, and family structure

a. Income
and purchase decisions

b.
Social class and purchase decisions

c.
Family structure and purchase decisions

11. Subcultures

a.
Age subcultures

b.
Regional subcultures

c.
Ethnic subcultures in Canada

12. Cultural
influences

a.
Defining culture

b.
Norms, values, rituals

c.
Culture and marketing strategy

5
Prerequisites

·
MKTG 2430

6
Texts/Materials

·
Solomon, M. R., K.
White, D. Dahl, Consumer Behaviour: Buying, Having, and Being, 6th Can. Ed.,
Toronto: Pearson Education Canada, 2014.

7
Course Schedule

Week	Date	Topic	Presentation
1	Sep 10	Class Introduction	—-
2	Sep 15	Ch. 1 Introduction to consumer behavior	—-
Sep 17	Ch. 1 cont.	—-
3	Sep 22	Ch. 2 Perception (team formation)	—-
Sep 24	Ch. 2 cont.	—-
4	Sep 29	Ch. 3 Learning and memory	—-
Oct 2	Ch. 3 cont.	—-
5	Oct 6	Ch. 4 Motivation and affect	Group 1/Ch. 2
Oct 8	Ch. 4 cont.	—-
6	Oct 13	Ch. 5 The Self	Group 2/Ch. 3
Oct 15	Ch. 5 cont.	—-
7	Oct 20	Ch. 6 Personality, lifestyles and values	Group 3/Ch. 4
Oct 22	Ch. 6 cont.	—-
8	Oct 27	Midterm Q&A	—-
Oct 29	Midterm Exam (Chapters 1-6)	—-
9	Nov 3	Ch. 7 Attitudes	Group 4/Ch. 5
Nov 5	Ch. 7 cont.	—-
10	Nov 10	Ch. 8 Attitude change	Group 5/Ch. 6
Nov 12	Ch. 9 Individual decision making	—-
11	Nov 17	Ch. 11 Group and social influence	Group 6/Ch. 7
Nov 19	Ch. 12/Ch13 Income, social class, subcultures	—-
12	Nov 24	Ch. 14 Cultural influences	Group 7/ Ch. 8
Nov 26	Ch. 14 cont.	—-
13	Dec 1	Presentations: Groups 8 (Ch. 9), 9 (Ch. 11), 10 (Ch. 12/13) Dec. 3 Written Project Deadline Turnitin	Groups 8-10
Dec 3	—-
14	Dec. 21	Final Exam: 2pm – 4pm, G MAIN (5-7), Chapters 7-9, 11-14

8
Student Evaluation/Undergraduate-level
Learning Outcomes

Component	Total Mark (%)
Participation and Attendance	10%
In Class Quizzes/Exercises	10%
Midterm Exam	20%
Final exam	30%
Group Work · Presentation 15% · Written project 15%	30%

9
Participation and attendance

Students
should note that attendance is not participation.

Students
are expected to attend a minimum of 90% of classes. Students who miss 3 or more
classes will be withdrawn from the course, according to policy of the
department of Marketing, International Business and Entrepreneurship.

Attendance will be taken regularly throughout the
course immediately at the start of the class. Please note that every class
starts promptly as scheduled and the attendance will be taken at that time. If
the student is not present when the attendance is taken, the student will be
counted as absent.

If
you are unable to attend the class for any reason, you must contact the
instructor before class (unless it’s an emergency) and give a clear
explanation. Unreasonable excuse (e.g., attending a wedding, taking care of
someone) will not be accepted.

Active participation contributes to the quality of
the learning experience for all. Regular class attendance is a necessary but
not sufficient condition for participation (i.e., if you do not attend class,
it becomes impossible to participate). The motto in this class is: “Attendance
is nothing, participation is everything.” To receive full mark a student must
not only attend all classes but must also be active in the in class discussions
and exercises. The mark will be given based on Quality (primary emphasis),
Frequency, and Consistency of contributions. The difficulty of discussion
questions and exercises will also be considered.

In order to improve levels of participation, students
are required to read the material in advance for every class. The primary emphasis
should be on quality participation, not quantity. It is particularly important
that your comments fit into and build on previous comments. This requires that
we all listen carefully to each other. The following schedule is used as a
guideline when assessing your class participation in order to improve your
learning experience in the class. Your performance will be evaluated in each
class. You are encouraged to check your mark after class.

·
Outstanding (4): Contributions provided major insights as well as a
fruitful direction for the class. Arguments are well-supported and persuasively
presented.

·
Good (3):
Contributions were on-target, fairly well-supported and persuasive.

·
Group participation only (2): A student only participated in group discussion.

·
Attending Non-participant (1): Contributed nothing to the class discussion. A
student attended class but was silent and did not participate in any
discussion.

·
Absent but with prior arrangement (1):A student was absent but had made prior arrangements
acceptable to the instructor. In this case, the student will be asked to submit
an assignment.

·
Repetitive (0): If a student’s comments were repetitious and obvious
and did not add value to the class.

·
Absent or Late (-1): Obviously, one cannot participate if one is absent
from the course. Absences are severely frowned upon. Note:You will
lose participation mark if you leave in the middle of class.

·
Absent because of emergency (X): Will not be counted in the final grade.

Students can make contributions through:participating
in mini experiments and exercises, giving good comments and ideas, responding
to what others say, reporting back to class on what you discussed in groups,
answering questions in other students’ presentations, etc.

10
In
Class Quizzes/Exercises

5-10 random in class quizzes/exercises – it may happen
at any time during a class.

11
Midterm
Exam

The exam will cover Chapters 1-6.It includes multiple choices and short-answer questions. More
details will be announced in class prior to the exam.Format: closed-book.

12
Final
Exam

The exam will cover Chapters 7-14.It includes multiple choices and short-answer questions. More
details will be announced in class prior to the exam.Format: closed-book.

13
Presentation

The purpose of this presentation is to discuss the marketing
implications of selected concepts/theories.In this presentation, you pick at
least 3 concepts/theories you have learned in a chapter and analyse how they
are applied in real marketing activities such as print ads, online ads,
commercials, social media, marketing campaigns, brand name and logo, etc. The
presentation should include (but not limited to) the following components:

·
Define the concepts/theories and
Explain why you pick the concepts/theories

·
Analyze how they are applied in the
real world (if you can’t find related marketing activities for a particular
concept/theory, please analyze how you would like to use the concept/theory to
help a company improve its business)

The presentation is 20 minutes in total: 15-minute
presentation plus 5-minute Q&A (you need to prepare a list of questions to
encourage class discussion; you also need to evaluate other students’
participation in this section). The presentation is expected to go beyondthe textbook and lecture slides.The
rubric in Appendix A will be used by the Instructor to grade the presentation.A copy of your slides including
the discussion questions is due one day before the presentation. (Email
submission preferred.)

14
Written
Project

Your
group (same group) will complete a group project (10-13 pages excluding title
page and appendices, double spaced, 12-pt., Times New Roman). For this project,
your group selects a current brand of interest and analyzes the brand by
applying at least five concepts/theories (quality is more important than
quantity) that you’ve learned in this course. Your analysis should include:

·
Some
background information relevant to the brand

·
An
explanation of consumer behavior concepts and/or theories that you want to
discuss in the project

·
An
explanation of how the brand applies these concepts/theories

·
An
evaluation on the effectiveness

The rubric in Appendix B will be used by the
Instructor to grade the written project.Your group needs to submit the written project to Turnitin
by Dec.3.

15
Use of Technology

Students
may use laptop computers or electronic devices in the classroom for purposes of
taking notes, reading the electronic textbook, or looking up course-related information. Students may not use laptop computers or
electronic devices in the classroom for non-course related purposes. Students are asked to turn off their cell
phones during classes.

On
Moodle you will find lecture slides, course documents, and your marks. You can
access Moodle starting the first week of class with your TRU login. If you
still can’t get onto Moodle after the first week of class please let me know.

Course
Name: MKTG 3470 – Consumer Behavior (Fall 15 Shang)

Password:
3470fall15

16
Displaying Your Card

The
instructor will assign each student a number. Each student will receive a card
from the instructor. Write your name and number on the bottom half of the
card and then fold the card in half. Remember to bring the card
with you every time so the instructor can grade your participation. Your participation won’t be graded if you
forget to display your card.

17
Working in Groups and Peer
Evaluation

Most of
the time groups are a great learning opportunity but once and awhile things can
go awry. If you have any problems with a member of your group please first talk
with that member directly (in person is usually best – tone can be hard to
judge in email and these discussions are usually hard enough as it is) and if
the problem goes unresolved bring it up with me.

At the
end of the semester, your group will submit two forms on Moodle. “Plagiarism
Detection and Group Member Participation” is used to detect plagiarism and
record each group member’s contribution (see Appendix C for the form). You
should complete this form together as a group. “Peer Evaluation Form” in
Appendix D is used by each team member to evaluate other team members’
contributions. Each team member should complete this form individually. These
two forms will be used to weight grades so please keep this in mind and act
nicely in your groups. Be courteous, respectful of the ideas of others, and
open to compromise.

If
plagiarism is detected, the student works on that section will receive ZERO.

Here is
how peer evaluation works: (1) you and your team members provide a score out of
100%based on performance. (2) Any outliers (or unusual scores) are discarded.
(3) Remaining scores provided by your team members and yourself are averaged.
If the average is 80-100%, you receive 100%; if the score is 60-79% you receive
80%; if the score is 59% or lower you will receive the peer evaluation score as
calculated. (4) The score you receive is applied to the overall scores your
team received on the group project. Here is an example. If a team receives 80%
on the group project, and an individual scores 100% for peer evaluation, then
the percentage he or she receives for the team projects is 80%. However, if
someone in the group fails to participate and receives a peer evaluation score
of 50%, then he or she would only receive 40% (i.e. 50% of the 80% credit the
team received) for the overall score on the team project. If you do not submit
the peer evaluation, I would assume that you believe every member contributes
equally to the group.

18
Late Projects
(Presentations)/Missed Exams

If a
chapter quiz is missed, students will receive a grade of ZERO for that quiz.
There is no make-up quiz. For students with a doctor’s note, the missed quiz
will not be graded and your final grade is based on the quizzes you have
completed.

If a presentation is missed,
students will receive a grade of ZERO for that presentation unless arrangements
have been made with me.

If
the presentation works (slides, questions) or written project are not submitted
on the due date, the group will lose 10% of the grade value.

Missed
exam will result in a grade of ZERO for that exam UNLESS THE INSTRUCTOR HAS
BEEN CONTACTED BEFORE THE EXAM DATE. Only students with a doctor’s note will be
considered for a make-up.

19
Sickness

If you
happen to come down sick and miss some part of the course I am happy to work
out a solution for any missed assignments or exams provided you have a doctor’s
note. The note should clearly indicate the doctor’s name, address, and phone
number (for verification of the note). Youdo notneed to mention the nature of
illness, but the note should state that, in
the doctor’s opinion, you were unable to come into class.

20
Assignment Grading

The grading for assignments and
the examination is in accordance with the following University policy:

Letter Grade	Grade	Grade Points	Descriptor
A+ A A-	90-100 85-89 80-84	4.33 4.00 3.67	Excellent. First Class Standing. Superior Performance showing comprehensive, in-depth understanding of subject matter. Demonstrates initiative and fluency of expression.
B+ B B-	77-79 73-76 70-72	3.33 3.00 2.67	Very Good. Second Class Standing. Clearly above average performance with knowledge of principles and facts generally complete with no serious deficiencies.
C+ C	65-69 60-64	2.33 2.00	Satisfactory. Basic understanding with knowledge of principles and facts at least adequate to communicate intelligently in the discipline.
C-	55-59	1.67	Pass. Some understanding of principles and facts but with definite deficiencies.
D	50-54	1.00	Minimal Pass. A passing grade indicating marginal performance. Student not likely to succeed in subsequent courses in the subject.
F	0-49	0.00	Unsatisfactory. Fail. Knowledge of principles and facts is fragmentary; or student has failed to complete substantive course requirements.
DNC		0.00	Did not complete the course. Less than 50 percent of course work completed or mandatory course component(s) not completed. No official withdrawal.

21 The role of the course in relation
to the program learning goals

This course
contributes primarily to achieving the undergraduate learning goals and
objectives no. 1, and 2:

1. Critical thinking and decision making:

·
Students are able to use analytical and reflective thinking techniques to
identify and analyse problems, develop viable alternatives, and make effective
decisions.

·
Students are able to apply appropriate quantitative and qualitative
techniques in solving business problems.

2. Communication skills:

·
Students are able to write effective business documents.

·
Students are able to prepare and deliver effective oral business
presentations using appropriate technologies.

As a student of the School of Business and Economics at
Thompson Rivers University, I promise to act honestly, ethically and with
integrity. I accept responsibility for my own actions. I will not cheat,
plagiarize, or condone such behaviour in others. For the TRU student honour
code please see: https://acm.tru.ca/Page19205.aspx.

Students
enrolled in courses at Thompson Rivers University are expected to adhere
rigorously to principles of intellectual integrity. Plagiarism is a form of
intellectual dishonesty in which another person’s work is presented as one’s
own. Plagiarism or cheating on examinations or assignments is a serious offence
that may result in a zero grade on an assignment, a failing grade in a course,
or expulsion from the university. For more information on this important
matter, please consult the TRU academic calendar.

It
is important to note that all papers will be checked with plagiarism detection
software Turnitin (www.turnitin.com).
In order to protect the privacy of the students, it is required that the
students create a pseudo name when creating the account at Turnitin, and also
it is required that students do not use their TRU E-Mail address.

Rules for the Assignments

1.
Please
use references and use quotations (APA 5^th).

2.
Only
30% of the content can be quoted or referenced. The remainder has to be
student’s own content.

3.
All
references used in the text have to be in the References list at the end of the
paper, and all the references in the References list at the end of the paper
have to be mentioned in the text. No less no more.

4.
If
a specific part in the text (a sentence for example) is not referenced in the
text, it is plagiarism.

5.
Please
complete the plagiarism detection form (Appendix C).

Dr. Joyce Shangis an Assistant Professor of Marketing joining the
Thompson Rivers University in the summer of2014. Before joining Thompson Rivers
University, she graduated from Simon Fraser University with Ph.D. degree.Her
research interests focus on corporate social responsibility in consumer behaviour,
ethical consumption, social marketing, non-profit marketing, consumer well-being,
and managerial strategy issues related to corporate social responsibility. Her
work has been published in marketing and management journals including Journal
of Marketing, Journal of the Academy of Marketing Science, ournal of Business
Research, and Journal of Business Ethics. She is teaching Consumer Behavior,
Services Marketing, and Brand Management at TRU.

1.
Grading Policy – In accordance with TRU Policy ED 3-5.

2. Team Conflict Policy
– All team members should actively participate in the assignments, and act
professionally towards each other.
During the course, if a student feels this is not occurring, they should
bring this matter to the attention of the instructor immediately so they can
investigate the conflict and take the appropriate action including assigning
students a failing grade for the course.
Working effectively in teams and acting professionally towards one’s
colleagues is a major learning goal of the program.

3.
Academic Integrity Policy – In accordance with TRU Policy 5-0.

4.
Late Assignment Policy – A grade of zero will be given for all late
assignments.

5.
Examinations Policy – In accordance with TRU Policy ED 3-9.

6.
Appeals – In accordance with TRU Policy ED 4-0.

Appendix
A: Oral Presentation Rubric

TRAIT	Does Not Meet Expectations	Meets Expectations	Exceeds Expectations
Organization (20% including organization, delivery, use of media)	No opening statement or irrelevant statement. Listener can follow presentation only with effort. Some arguments are not clear. No sequence of information.	Has opening statement relevant to topic, and gives outline of speech. Presentation is clear, logical, and organized. Listener can follow line of reasoning.	Has a clear opening statement that catches audience’s interest. Stays focused throughout.
Delivery	Often hard to understand what is being said. Voice is too soft, or too loud. Pace is often too quick or too slow. Use of filler words (such as umm, uh, like). Inappropriate movements (such as: fidgeting, rocking back and forth). No eye contact with members of the audience.	Can easily understand — appropriate pace and volume. No use of filler words (such as umm, uh, like). No inappropriate movements (such as: fidgeting, rocking back and forth). Eye contact with members of the audience. Use of gestures/body language (when needed).	Excellent delivery. Uses grammatically correct and appropriate language. Modulates voice, projects enthusiasm, interest, and confidence.
Use of media	Relies heavily on slides and/or notes. Slides contain too much text. Slides contain spelling and/or grammar errors.	Looks at slides (from time to time) to keep on track with presentation. Slides/notes are used as a guide (no reading). Appropriate number of slides. Slides contained no spelling and/or grammar errors.	Slides are used effortlessly to enhance speech. Speech could be effectively delivered without them.
Synthesis / Quality of analysis (80%)	Missing or poor. No analysis of content. No synthesis of points that brought the speaker to the conclusion.	Synthesizes presentation’s main points, and draws conclusions based upon the analysis of these points.	Goes beyond “average” in delivering a content that is very well documented and persuasive. Appropriate synthesis of main points. Bottom line is clearly identified.

Appendix
B: Rubric for Group Project

Criteria	Unacceptable (below 50)	Needs Improvement (50-69.5)	Very Good/Good (70-79.5)	Excellent (80+)
Introduction (10%)	Background information of the brand and the objective of the paper are not presented.	The brand introduction is clear but not brief enough. The objective of the paper is also not clear.	The brand introduction is clear and brief. The objective of the paper is not clearly stated.	The brand introduction is brief and clear. The objective of the paper is also made clear.
Concepts/Theories (20%)	The definitions are mission. An explanation of why the concepts/theories are selected is not provided.	Concepts/Theories are not correctly defined. The explanation of why the concepts/theories are selected is not reasonable.	Most concepts/theories are correctly defined. The explanation of why the concepts/theories are selected is somewhat reasonable.	Concepts/Theories are correctly defined. The paper also clearly explains why these concepts/theories are selected.
Brand Analysis (40%)	Wrong concepts/theories are used to analyze the brand’s marketing activities. Analysis is trivial or missing.	Some mistakes are made when linking the concepts/theories to the brand’s marketing activities. Many statements are unsupported by analysis. Analysis is lacking any depth.	Right concepts/theories are used to analyze the brand’s marketing activities. Analysis is detailed and insightful but some statements are unsupported by analysis.	Correctly explains the connection between concepts/theories and marketing activities. Analysis is detailed, insightful, and critical. Statements are clear and strongly justified. Evidence is provided to support arguments.
Effectiveness Evaluation (20%)	The effectiveness is not evaluated.	The effectiveness is evaluated but many statements are not supported by analysis.	The effectiveness is evaluated but some statements are not supported by analysis.	The analysis is very detailed and strongly justified. Necessary evidence is provided to support the analysis.
Organization (10%, includes organization, integration, grammar, appendices)	The paper is disorganized to the extent that it prevents understanding of content. There are no headings. There are no page numbers.	The organization is unclear; headings are missing. Page numbers may be missing.	The organization is generally good. There are section headings; there are page numbers. But some sections seem out of place or mislabeled, diminishing the ease with which the paper reads and is understood.	Written work is well organized and easy to understand. Sections of the paper are marked with appropriate headings. There are page numbers.