BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUSML4201: CONSUMER BEHAVIOR
COURSE SYLLABUSi
Instructor:
Dr. Xiaoyan Deng
Class Location:
Schoenbaum Hall 220
Email:
deng_84@fisher.osu.edu
Class Time:
TuTh 355-515PM
Office:
534 Fisher Hall
Office Hours:
Fri 1-2pm or by appointment
Course Materials:
Required text: Consumer Behavior, 5th Edition, by Wayne D. Hoyer and Deborah J. MacInnis,
ISBN-10: 0547079923, ISBN-13: 9780547079929.
o Available at OSU bookstores and online.
o I prefer that you buy this edition rather than an older one. If you do buy an older edition,
please note that the chapter numbers are NOT the same as in the 5th edition.
o For your convenience, a copy of the text will be placed on reserve at the Knowlton Hall
Architecture Library (across the street from Fisher).
Course Objectives:
Marketing begins and ends with the consumer, therefore it is essential that anyone wishing to
understand marketing understand the consumer. This 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. To this end, we will explore processes involved in consumption and ways in which
marketers are better able to predict and influence behavior.
Learning Objectives:
To understand the concepts, theories, and principles from the social sciences that apply to
consumers and their purchase behavior.
To learn how to make appropriate marketing decisions based on a sound knowledge of
consumer behavior concepts.
To become a more knowledgeable consumer, understanding how consumer behavior
principles may affect your own buying patterns.
i
This syllabus is subject to change when necessary.
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
Course Evaluation:
o Exam
1. Exam 1
2. Exam 2
3. Exam 3
100 points
100 points
100 points
o Group Project
1. “Form-your-group” sheet and photo
2. Proposal (2-page)
3. Proposal presentation (5-minute)
4. Paper (15-page)
5. Paper presentation (15-minute)
5 points
10 points
10 points
100 points
25 points
o Individual Assignment
1. ZMET discussion
2. Attention ad example
3. Customer interview & write-up (2-page)
300 points (60%)
150 points (30%)
50 points (10%)
10 points
10 points
30 points
TOTAL
o Extra Credit Opportunity
• Application case
• Class attendance
500 points (100%)
up to 15 points
up to 15 points
Important Notes about Course Format and Course Policy:
 EXAM:
o There will be three closed book, closed note exams, each consisting of multiple choice
questions. All exams will cover materials from the textbook, lecture, and classroom
discussion. The exams will not be cumulative.
o All exams MUST 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 at least 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.
 GROUP PROJECT / INDIVIDUAL ASSIGNMENT:
o Please read “Assignment Instructions” (posted as PDF on Carmen) carefully for detailed
requirements for each group/individual assignment.
o All written assignments must be turned in to me before class on the day that they are due.
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
o Turning in an assignment late will result in a 20% grade reduction for each 12 hour period
after the due time.
o All written assignments must be typed. The first page of your group assignment should
include the group#, names and email addresses of all group members (in alphabetical order).
The first page of your individual assignment should include your name and email address.
 EXTRA CREDIT OPPORTUNITY:
o Please read “Assignment Instructions” (posted as PDF on Carmen) carefully for detailed
requirements for “Application Case” which is designed to facilitate student participation.
You will earn 5 extra points by turning in a case, and you can turn in up to three cases
throughout the course.
o There will be three unannounced attendance checks throughout the semester. You will earn
5 extra points if you are there when attendance is checked. This is to emphasize the
importance of attending class regularly—which I talk about next.
 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 3335-8-33 (http://trustees.osu.edu/rules/university-rules/rules8/ru822.html), any student may be disenrolled from a course for failure to attend by the first
Friday of the term, or by the 3rd instructional day of the term, or by the second class
meeting, whichever occurs first.
o Attending classes regularly is extremely important. If you are unable to attend class on any
occasion, please notify me via email in advance, unless it is an unforeseen emergency.
Moreover, you will be responsible for everything covered or announced in class on that day.
o Attending classes means attending the entire class, not part of it. Arriving late or leaving
early is impolite and distracting to the instructor and the rest of the class. My personal pet
peeve is that a student leaves in the middle of the class. Please try to avoid that unless there
is indeed an emergency.
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
 TEAM WORK:
o Students will form groups to work on group project assignments. Each group should consist
of five students. A “form-your-group” sheet and a group photo are due on January 23rd.
o You are to contribute to the best of your ability to your team, and meet the expectations set
forth in your group’s contractual agreement. At the conclusion of the group project students
will be asked to fill out a peer evaluation form. Your group project grade will be weighted by
your peer evaluation grade (for example, if your group project grade is 27/30 and your peer
evaluation grade is 9/10, then your final grade for the group project will be 24.3/30).
o One way to organize your team is to establish responsibilities upfront, which you can agree
to on the basis of your expertise or experience. In setting your group meetings, please try to
accommodate those who live farther away or who work.
o On occasion, some groups can become dysfunctional. If group dynamics are negatively
affecting your performance, please let me know as soon as possible.
 GRADE APPEAL POLICY:
o 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. The written document need not be long but
it must clearly identify the problem or issue of concern. I will consider such appeals carefully.
o There will be no grading appeals after the one-week deadline has expired.
Grading Scale:
Grade
A
AB+
B
BC+
C
CD+
D
F
= 93-100 %
= 90-92.9 %
= 87-89.9 %
= 83-86.9 %
= 80-82.9 %
= 77-79.9 %
= 73-76.9 %
= 70-72.9 %
= 67-69.9 %
= 60-66.9 %
= below 60
Points
463-500
448-462
433-447
413-432
398-412
383-397
363-382
348-362
333-347
300-332
<300
GPA
4.0
3.7
3.3
3.0
2.7
2.3
2.0
1.7
1.3
1.0
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
Honor Code:
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The 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.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) 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 Rules 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 The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
o Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/ten-suggestions.html)
o Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)
Disability Policy:
Students with disabilities or requiring special accommodations should work directly with The Ohio
State University Office of Disability Services (ODS). ODS is located in 150 Pomerene Hall. The
ODS phone number is (614) 292–3307.
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
Session
1
Week
1-1
Date
1/7 T
Topic
Introduction, Syllabus, and Overview: What is
Consumer Behavior?
Assignment Due
Read Chapter 1
2
1-2
1/9 R
3
2-1
1/14 T
How to Study Consumer Behavior:
Understanding the ZMET
This will be a “digital” day – we will not have class, but
you will be required to watch a video online, read a case,
and then respond to these materials using the Carmen
discussion board.
How to Study Consumer Behavior
Watch video, read articles,
participate in discussion
and post comments on
Carmen by 5PM, 1/12
Individual Assignment 1
due
Read Enrichment Chapter
4
2-2
1/16 R
Motivation, Ability, and Opportunity I
Read Chapter 2
5
3-1
1/21 T
Motivation, Ability, and Opportunity II
6
3-2
1/23 R
Exposure, Attention, and Perception I
7
4-1
1/28 T
Exposure, Attention, and Perception II
Exam 1 review
No class. Meet with your group during this time to
plan your semester-long group project
Read Chapter 3
“Form-your-group”
sheet and photo due
Individual Assignment 2
due
8
4-2
1/30 R
9
5-1
2/4 T
Exam 1
355-515PM
Schoenbaum Hall 220
10
5-2
2/6 R
Categorizing and Comprehending Information I
11
6-1
2/11 T
Categorizing and Comprehending Information II
12
6-2
2/13 R
Forming and Changing Attitudes I
13
7-1
2/18 T
Forming and Changing Attitudes II
14
7-2
2/20 R
Memory and Retrieval I
Read Chapter 7
15
8-1
2/25 T
Memory and Retrieval II
Group project proposal
due
Read Chapter 4
Read Chapters 5 and 6
Exam 2 review
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Session Week
16
8-2
Date
2/27 R
Topic
Group project proposal presentations (5-minute)
17
9-1
3/4 T
18
9-2
3/6 R
Exam 2
355-515PM
Schoenbaum Hall 220
No class. SCP conference
Spring 2014
Assignment Due
19
10-1
3/11 T
Use this time to conduct consumer interview (individual
assignment 3)
Spring break
20
10-2
3/13 R
Spring break
21
11-1
3/18 T
Making Judgments and Decision I
22
11-2
3/20 R
Making Judgments and Decision II
23
12-1
3/25 T
Context Effects on Decision Making
Individual Assignment 3
due
24
12-2
3/27 R
Discussion of your consumer interviews
Making Post-Decision Evaluations
Read Chapter 11
25
13-1
4/1 T
Social Influences on Decision Making I
Read Chapter 15
26
13-2
4/3 R
Read Chapter 16
27
14-1
4/8 T
Guest speaker: John Sass
Vice President of Marketing (Gardens)
Scotts Miracle Gro Company
Social Influences on Decision Making II
28
14-2
4/10 R
Exam 3 review
Group project paper presentations (15-minute)
29
15-1
4/15 T
Group project paper presentations (15-minute)
30
15-2
4/17 R
Exam 3
355-515PM
Schoenbaum Hall 220
Read Chapters 8, 9, and 10
Group project paper due
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
Additional Readings (Recommended based on interest):
There are many popular press book titles (i.e., not text books!) that cover issues related to our class
discussions. Below are some good options to start with.
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Ariely, Dan (2008), Predictably Irrational: The Hidden Forces that Shape our Decisions, Harper
Collins.
Belsky, Gary and Thomas Gilovich (2000), Why Smart People Make Big Money Mistakes and How
to Correct Them: Lessons from the New Science of Behavioral Economics, Simon and Shuster
Cialdini, Robert (2006), Influence: The Psychology of Persuasion, Collins.
Gilovich, Thomas (1993), How We Know What Isn't So: The Fallibility of Human Reason in
Everyday Life, Free Press.
Gladwell, Malcolm (2007), Blink: The Power of Thinking without Thinking, Back Bay Books.
Gladwell, Malcolm (2002), The Tipping Point: How Little Things Can Make A Big Difference, Back
Bay Books.
Heath, Chip and Dan Heath (2007), Made to Stick: Why Some Ideas Survive and Some Die,
Random House.
Iyengar, Sheena (2011), The Art of Choosing, Twelve.
Kahneman, Daniel (2011), Thinking Fast and Slow, Farrar, Straus and Giroux.
LeGault, Michael R. (2006), Think: Why Crucial Decisions Can’t Be Made in the Blink of an Eye,
Threshold Editions.
Lindstrom, Martin (2005), Brand Sense: Sensory Secrets Behind the Stuff We Buy, Free Press.
Lindstrom, Martin (2010), Buyology: Truth and Lies about Why We Buy, Broadway Books.
Miller, Geoffrey (2009), Spent: Sex, Evolution, and Consumer Behavior, Viking.
Schwartz, Barry (2004), The Paradox of Choice: Why More is Less, Harper Collins.
Thaler, Richard H. and Cass Sunstein (2009), Nudge: Improving Decisions about Health, Wealth,
and Happiness, Penguin.
Underhill, Paco (2004), Call of the Mall: The Geography of Shopping, Simon and Shuster.
Underhill, Paco (2009), Why We Buy: The Science of Shopping: Updated and Revised for the Internet,
the Global Consumer, and Beyond, Simon & Schuster.
Zaltman, Gerald (2003), How Consumers Think: Essential Insights into the Mind of the Market,
Harvard Business School Press.
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
Group Project Contribution Peer Evaluation Form
(You will be asked to fill out this form online at the end of the semester)
Member being evaluated: ____________________
I am: ____________________
Rate each member of your team as objectively as you can. Try not to let personality influence your
ratings. For low ratings of individuals, please provide extensive comments at the bottom of the page.
Be sure to do a rating of yourself as well. Use the scale below for questions 1-7:
Poor
1
2
3
4
5
6
7
8
9
10 Excellent
1. ______
Willingness to attend class/group meetings (missed ___ of ___ meetings).
2. ______
Willingness to get tasks accomplished on time.
3. ______
Willingness to take on difficult tasks.
4. ______
Contributed ideas at most meetings.
5. ______
Aided in the relationships needed for the group to function.
6. ______
Overall, the contributions that this member made to the project were…
7. ______
Overall, this member’s attitude toward successfully completing the project was…
Comments:
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BUSML 4201 Consumer Behavior
Syllabus
Professor Xiaoyan Deng
Spring 2014
“Form-Your-Group” Sheet
(For BUSML 4201)
Your group of five students:
First Name
Last Name
E-Mail
1. ______________________
_____________________
_____________________
2. ______________________
_____________________
_____________________
3. ______________________
_____________________
_____________________
4. ______________________
_____________________
_____________________
5. ______________________
_____________________
_____________________
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