CRS 721: CONSUMER BEHAVIOR IN APPAREL AND RETAILING
DEPARTMENT OF CONSUMER, APPAREL AND RETAIL STUDIES
UNIVERSITY OF NORTH CAROLINA AT GREENSBORO
SPRING 2014
MONDAYS; 6 – 8:50 P.M.
369 STONE BUILDING
PROFESSOR: Dr. Nancy Hodges
213 Stone Building
phone: 256-0291
email: nancy_hodges@uncg.edu
Office Hours: 1:30-2:30 Mondays and by appointment
COURSE DESCRIPTION:
Current theories and approaches to research in consumer behavior. Application of consumer behavior
models to apparel, apparel-related products, and retailing through individualized research projects.
STUDENT LEARNING OUTCOMES:
Upon completion of this course, the student will be able to:
• Describe trends within consumer behavior research as a whole and specifically as applied to
apparel and retailing.
• Define the philosophical foundations of consumer behavior research.
• Evaluate and discuss the use of theoretical and conceptual models within the framework of
consumer behavior research.
• Apply knowledge and understanding of the different methodologies used and their appropriate
applications within research on consumer behavior.
• Assess the diverse research techniques and topics within contemporary consumer behavior
research.
CONTENT OUTLINE:
The course is focused on understanding current research in consumer behavior. Concepts important to
the design and implementation of research in consumer behavior form the foundation for material
covered throughout the semester. You will be expected to glean from the readings the key components
of designing, implementing, and theorizing about contemporary research in consumer behavior, and to
then apply and synthesize such knowledge through an in-depth investigation of a conceptual
framework that can be used in consumer behavior research and is pertinent to your particular research
topic/interest.
EVALUATION:
Participation
The course is conducted in seminar format, with several content related readings assigned for
discussion each week. Learning is emergent, in that it is the result of reading and discussing the ideas
and concepts that surface within the articles. It is therefore expected that ALL students will contribute
to the discussion each night. Do not underestimate the impact that lack of participation has not just on
one’s grade, but on the overall learning outcomes that one gains from being actively engaged in
discussion. A note on reading: it is best to read the articles in the order listed on the syllabus. Readings
are not only assigned relative to the topic for the week, but relative to other readings within the week.
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Discussion Leadership
Each student will be assigned discussion leadership for one week of readings. This involves presenting
the key issues pertaining to the consumer behavior concept(s) dealt with during the particular week.
These issues should be presented in summary form and based on research using source material
outside of the readings assigned for the week. This also involves developing discussion questions to
lead the discussion and facilitate dialogue about the assigned readings. CB textbooks can be borrowed
from the professor in order to locate background information on the topic. At the end of the class
period for which the student is discussion leader, he or she will be expected to hand in a 2-3 page
summary of background research (including reference list) on the topic as well as the discussion
questions that he or she developed for each reading.
Reaction Papers
All students are expected to submit a weekly reaction paper (3 pages maximum) in preparation for
each discussion. Due at the end of the class period, reaction papers must address all of the readings
covered for the week, and should consist of more than just a summary of the readings. Reaction papers
should be based on thoughts, questions, insights, and ideas (and can be organized as a “thematic
interpretation” of reading content—analysis and synthesis—rather than an annotated bibliography).
Paper content should indicate a thorough and critical reading of each article and thoughtful preparation
for the week’s discussion. Paper content should NOT consist of simply “I like this paper/I hate this
paper/This paper was hard,” or similarly lame and superficial comments. A total of 8 reaction papers
will be submitted. There are a total of 10 weeks of discussion. A reaction paper is not required for
the week that you are discussion leader (you will hand in your summary instead—see above point).
You therefore have one week “off,” wherein you do not have to hand in a reaction paper. Use it
wisely. However, you must still be prepared for and participate in the discussion for that week.
Term Paper and Presentation
A term paper that investigates in-depth a conceptual framework for use in consumer behavior research
is required. This paper will be evaluated based on depth of perspective and insight into the framework
as well as integration of relevant concepts covered during the course. APA guidelines must be
followed in the preparation of the paper and an abstract must be included. A succinct,
professional presentation of the topic during class time is also required. Each student will work with
the Professor to determine an appropriate topic for the paper. Presentations will occur during the final
class meeting. Guidelines for the paper requirements are provided during the first week of the
semester.
The breakdown for evaluation is as follows:
• 100 points (20%)
Discussion participation
• 120 points (25%)
Discussion leadership (including 2-3 page summary and questions)
•
80 points (15%)
Reaction papers (10 points per paper)
• 200 points (40%)
Term paper and presentation
For a total of 500 points. Grades are assigned on a scale of A, A-, B+, B, B-, C+, C, and F.
The UNCG Academic Honor Code and Integrity Policy will be followed. Students are expected
to be informed of the guidelines of the UNCG Academic Integrity Policy and will be required to
sign their names indicating their adherence to the stated guidelines on all major work submitted.
Students are expected to follow APA guidelines for referencing ideas and/or citations taken from
published work.
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TENTATIVE COURSE OUTLINE:
Week One: January 13
• Introductions
• Course overview
• Topic Assignments
• Discussion: What, exactly, is a conceptual framework?
Required Reading:
MacInnis, D. J. (2011). A framework for conceptual contributions in Marketing. Journal of Marketing,
75, 136-154.
Week Two: January 20
No Class: MLK Holiday
Week Three: January 27
Topics:
• Identity, the Self and Society: Understanding the Consumer
Required Readings:
Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-168.
Mehta, R., & Belk, R. (1991). Artifacts, identity, and transition: Favorite possessions of Indians and
Indian immigrants to the United States. Journal of Consumer Research, 17, 398-411.
Hill, R. (1991). Homeless women, special possessions, and the meaning of “Home”: An
ethnographic case study. Journal of Consumer Research, 18, 298-309.
Tian, K., & Belk, R. (2005). Extended self and possessions in the workplace. Journal of Consumer
Research, 32, 297-310.
Belk, R. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477-500.
Barnhart, M., & Penaloza, L. (2013). Who are you calling old? Negotiating old age identity in the
elderly consumption ensemble. Journal of Consumer Research, 39(6), 1133-1153.
Week Four: February 3
Topics:
• Consumer Groups:
o Demographics
o Psychographics
• Cross-Cultural Consumer Research
Required Readings:
Ross, J., & Harradine, R. (2004). I’m not wearing that! Branding and young children. Journal of
Fashion Marketing and Management, 8(1), 11-26.
Scarabato, D. & Fischer, E. (2013). Frustrated ‘fatshionistas’: An institutional theory perspective on
consumer quests for greater choice in mainstream markets. Journal of Consumer Research,
39(6), 1234-1257.
Sutton-Brady, C., Davis, T., Jung, M. (2010). Perceived cultural spaces and cultural in-betweens:
Consumption among Korean Australians. Journal of Consumer Behavior, 9, 349-363.
Seock, Y., & Sauls, N. (2008). Hispanic consumers' shopping orientation and apparel retail
store evaluation criteria: An analysis of age and gender differences. Journal of Fashion
Marketing and Management, 12(4), 469-486.
***Week four continued on next page***
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Lambert-Pandraud, R. & Laurent, G. (2010). Why do older consumers buy older brands? The role of
attachment and declining innovativeness. Journal of Marketing, 74, 104-121.
Chen-Yu, J., Hong, K-H., & Seock, Y-K. (2010). Adolescents’ clothing motives and store selection
criteria. Journal of Fashion Marketing and Management, 14(1), 127-144.
Week Five: February 10
Topics:
• Motivation
• Values
• Involvement
Required Readings:
Arnold, M.J, & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 7795.
Arnold, M. & Reynolds, K. E. (2012). Approach and avoidance motivation: Investigating hedonic
consumption in a retail setting. Journal of Retailing, 88(3), 399-411.
Seo, J., Hathcote, J., & Sweaney, A. (2001). Casualwear shopping behavior of college men in
Georgia, USA. Journal of Fashion Marketing and Management, 5(3), 208-222.
Kim, H. (2005). Consumer profiles of apparel product involvement and values. Journal of Fashion
Marketing and Management, 9(2), 207-220.
Khare, A., Mishra, A., & Parveen, C. (2012). Influence of collective self-esteem on fashion clothing
involvement among Indian women. Journal of Fashion Marketing and Management, 16(1), 4263.
Wooten, D. B. (2006). From labeling possessions to possessing labels: Ridicule and socialization
among adolescents. Journal of Consumer Research, 33, 188-198.
Hansen, T., Risborg, M.S., & Steen, C. D. (2012). Understanding consumer purchase of free-of
cosmetics: A value-driven TRA approach. Journal of Consumer Behaviour, 11(6), 477-486.
Week Six: February 17
Individual meetings for Term Paper
Week Seven: February 24
Topics:
• Attitudes
• Intentions
• Behavior
Required Readings:
Aacker, D., Kumar, V., & Day, G. (1995). Chapter Ten: Attitude Measurement. In D. Aacker, V.
Kumar, and G. Day (Eds.) Marketing Research (fifth edition), pp. 251-281. New York: John
Wiley & Sons.
Chan, C., Berger, J., & Van Boven, L. (2012). Identifiable but not identical: Combining social identity
and uniqueness motives in choice. Journal of Consumer Research, 39(3), 561-573.
Shen, D., Dickson, M., Lennon, S., Montalto, C., Zhang, L. (2003). Cultural influences on Chinese
consumers’ intentions to purchase apparel: Test and extension of the Fishbein Behavioral
Intention Model. Clothing and Textiles Research Journal, 21(2), 89-99.
Halepete, J., Littrell, M., & Park, J. (2009). Personalization of fair trade: Consumer attitudes
and intentions. Clothing and Textiles Research Journal, 27(2), 143-160.
***Week seven continued on next page***
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Kim, H., & Karpova, E. (2010). Consumer attitudes toward counterfeits: Application of the Theory of
Planned Behavior. Clothing and Textiles Research Journal, 28(2), 79-94.
Chandon, P., Morwitz, V., & Reinartz, W. (2005). Do intentions really predict behavior? Selfgenerated validity effects in survey research. Journal of Marketing, 69, 1-44.
Week Eight: March 3
Topics:
• Consumer decision-making
Required Readings:
Hart, C., & Dewsnap, B. (2001). An exploratory study of the consumer decision process for intimate
apparel. Journal of Fashion Marketing and Management, 5, 108-119.
Hsu, H., & Burns, L. (2002). Clothing evaluative criteria: A cross-national comparison of Taiwanese
and United States Consumers. Clothing and Textile Research Journal, 20(4), 246-252.
Schneider, H., Schonenberg, I., & Ferie, F. (2013). The distribution of influence in purchase decisions
by male homosexual couples. Journal of Consumer Behaviour, 12(5), 345-357.
Durante, K.M., et al. (2011). Ovulation, female competition, and product choice: Hormonal influences
on consumer behavior. Journal of Consumer Research, 37(6), 921-934.
Valentini, S., Montaguti, E., & Neslin, S. (2011). Decision process evolution in customer channel
choice. Journal of Marketing, 75, 72-86.
Burroughs, J. & Mick, D. (2004). Exploring antecedents and consequences of consumer
creativity in a problem-solving context. Journal of Consumer Research, 31, 402-411.
Week Nine: March 10
No Class: Spring Break
Week Ten: March 17
DUE: Abstract of Term Paper—DRAFT
Topics:
• Innovation and Diffusion
• Impulse Buying
Required Readings:
Johnson, K., Lennon, S., Jasper, C., Damhorst, M., & Lakner, H. (2003). An application of Rogers’
Innovation Model: Use of the Internet to purchase apparel, food, and home furnishing products
by small community consumers. Clothing and Textile Research Journal, 21(4), 185-196.
Goldsmith, R., & Clark, R. A. (2008). An analysis of factors affecting fashion opinion leadership and
fashion opinion seeking. Journal of Fashion Marketing and Management, 12(3), 308-322.
McQuarrie, E.F., Miller, J. & Phillips, B.J. (2013). The megaphone effect: Taste and audience in
fashion blogging. Journal of Consumer Research, 40(1). 136-158.
Bayley, G., & Nancarrow, C. (1998). Impulse purchasing: A qualitative exploration of the
phenomenon. Qualitative Market Research, 1(2), 99-114.
Bell, D. R., Corsten, D., & Knox, G. (2011). From point of purchase to path to purchase: How
preshopping factors drive unplanned buying. Journal of Marketing, 75, 31-45.
Coley, A., & Burgess, B. (2003). Gender differences in cognitive and affective impulse
buying. Journal of Fashion Marketing and Management, 7, 282-295.
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Week Eleven: March 24
Topics: Doing Consumer Research
• Focus on Data Collection Techniques:
o Surveys
o Experiments
o Observation
Required Readings:
Kang, J., & Park-Poaps, H. (2011). Motivational antecedents of social shopping for fashion and its
contribution to shopping satisfaction. Clothing and Textiles Research Journal, 29(4), 331-347.
Lam, S., & Mukherjee, A. (2005). The effects of merchandise coordination and juxtaposition on
consumers’ product evaluation and purchase intention in store-based retailing. Journal of
Retailing, 81, 231-250.
Smeesters, D., Mussweiler, T., & Mandel, N. (2010). The effects of thin and heavy media images on
overweight and underweight consumers: Social comparison processes and behavioral
implications. Journal of Consumer Research, 36(6), 930-949.
Boote, J., & Mathews, A. (1999). ‘Saying is one thing, doing is another’: The role of observation in
Marketing Research. Qualitative Market Research, 2(1), 15-21.
Basil, M. (2011). Use of photography and video in observational research. Journal of Fashion
Marketing and Management, 14(3), 246-257.
Nadeau, J., & Bradley, M. (2012). Observing the influence of affective states on parent-child
interactions and in-store purchase decisions. Journal of Consumer Behaviour, 11(2), 105-114.
Week Twelve: March 31
No Class
Week Thirteen: April 7
Topics: Doing Consumer Research
• Focus on Data Collection Techniques:
o Focus Groups
o Interviews
• The Internet and Consumer Research
Required Readings:
Lehmann D., Gupta, S., Steckel, J. (1998). Chapter Five: Qualitative Research. In D.
Lehmann, S. Gupta, and J. Steckel (Eds.) Marketing Research (pp. 130-142). Reading, MA:
Addison-Wesley.
Keegan, S. (2009). Qualitative research methodologies. From Qualitative research: Good decisionmaking. London: Kogan Page.
Sweet, C. (2001). Designing and conducting virtual focus groups. Qualitative Market Research, 4(3),
130-135.
Bonsu, S., & Belk, R. (2003). Do not go cheaply into that good night: Death-ritual consumption in
Asante, Ghana. Journal of Consumer Research, 30(1), 41-56.
Ha-Brookshire, J., & Hodges, N. (2009). Socially responsible consumer behavior? Exploring
used clothing donation behavior. Clothing and Textiles Research Journal, 27(3), 179-196.
Kozinets, R. (2006). Netnography 2.0. In R. Belk (Ed.), Handbook of qualitative research in
marketing (pp. 129-142). UK: Edward Elger.
Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of
product and consumer characteristics. Journal of Marketing, 74, 133-148.
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Week Fourteen: April 14
Topics: Doing Consumer Research
• Data Analysis Fundamentals
Required Readings:
Aacker, D., Kumar, V., & Day, G. (1995). Chapter Fifteen: Fundamentals of Data
Analysis. In D. Aacker, V. Kimar, and G. Day (Eds.) Marketing Research (fifth edition), pp.
442-463. New York: John Wiley & Sons.
Dolan, R. (2001). Analyzing consumer preferences. In Business Fundamentals, Harvard Business
School, 25-38. HBS Publishing.
Howarton, R., & Lee, B. (2010). Market analysis of fit preferences of female Boomers. Journal of
Fashion Marketing and Management, 14(2), 219-229.
Spiggle, S. (1994). Analysis and interpretation of qualitative data in Consumer Research. Journal of
Consumer Research, 21, 491-503.
Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’
purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer
Research, 36(5), 838-856.
Nguyen, T. & Belk, R. (2013). Harmonizational processes and relational meanings in constructing
Asian weddings. Journal of Consumer Research, 40(3), 518-538.
Week Fifteen: April 21
Topics:
• Issues in consumer research
• Synthesis
Required Readings:
Kozinets, R. & Handelman, J. (2004). Adversaries of consumption: Consumer
movements, activism, and ideology. Journal of Consumer Research, 31, 691-704.
Brown, S. (2001). Torment your customers (They’ll love it). In Business Fundamentals, Harvard
Business School, 79-84. HBS Publishing.
Armstrong, J. S. (1991). Prediction of consumer behavior by experts and novices. Journal of
Consumer Research, 18, 251-256.
Rossiter, J. (2003). How to construct a test of scientific knowledge in Consumer Behavior.
Journal of Consumer Research, 30, 305-310.
Luce, M. F., McGill, A., & Peracchio, L. (2012). Promoting an environment of scientific integrity:
Individual and community responsibilities. Journal of Consumer Research, 39(3), iii-viii.
Week Sixteen: April 28
• DUE: Term Paper Presentations
• Wrap-up
Friday May 2nd: Final Term Paper Due by 5:00 p.m.
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