CRS 721: CONSUMER BEHAVIOR IN APPAREL AND RETAILING
DEPARTMENT OF CONSUMER, APPAREL AND RETAIL STUDIES
UNIVERSITY OF NORTH CAROLINA AT GREENSBORO
SPRING 2016
WEDNESDAYS; 6 – 8:50 P.M.
217 STONE BUILDING
PROFESSOR: Dr. Nancy Hodges
210 Stone Building
phone: 334-5250
email: nancy_hodges@uncg.edu
Office Hours: 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.
1
Discussion Leadership
Each student will be assigned discussion leadership for two weeks of readings. This involves
presenting the key issues pertaining to the consumer behavior concept(s) dealt with during the assigned
weeks. 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 (along with 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 7 reaction papers
will be submitted. There are a total of 10 weeks of discussion. A reaction paper is not required for
the two weeks 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
 130 points (25%)
Discussion leadership (including 2-3 page summary and questions; 65
points x 2 weeks = 120 total)

70 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. As this is a
doctoral core course, late work will not be accepted, regardless of reason. There is no final exam.
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 taken from published work.
2
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
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 Three: January 27
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.
Steenkamp, J-B., & Maydeu-Olivares, A. (2015). Stability and change in consumer traits: Evidence
from a 12 year longitudinal study, 2002-2013. Journal of Marketing Research, 52 (4), 287-308.
Zhang, Y., Feick, L., & Mittal, V. (2013). How males and females differ in their likelihood of
transmitting negative word of mouth. Journal of Consumer Research, 40(2), 1097-1108.
3
Week Four: February 3
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.
Manchiraju, S., & Sadachar, A. (2014). Personal values and ethical fashion consumption. Journal of
Fashion Marketing and Management, 18(3), 357-374.
Kim, H. (2005). Consumer profiles of apparel product involvement and values. Journal of Fashion
Marketing and Management, 9(2), 207-220.
Kristofferson, K., White, K., & Peloza, J. (2014). The nature of Slacktivism: How the social
observability of an initial act of token support affects subsequent prosocial action. Journal of
Consumer Research, 40(2), 1149-1166.
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 Five: February 10
Individual meetings for Term Paper
Week Six: February 17
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.
Yoo, J. & Kim, H. (2014). Perceived negative health effect of tanning: The interface between tanning
attitudes and behaviors. Clothing and Textiles Research Journal, 32(1), 6-19.
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.
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.
4
Week Seven: February 24
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.
Karmarkar, U., Shiv, B., & Knutson, B. (2015). Cost conscious? The neural and behavioral impact of
price primacy on decision making. Journal of Marketing Research, 52(5), 467-481.
Lurie, N., & Wen, N. (2014). Simple decision aids and consumer decision making. Journal of
Retailing, 90(4), 511-523.
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.
Chernev, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of Corporate Social
Responsibility. Journal of Consumer Research, 41(2), 1412-1425.
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 Eight: March 2
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.
Vikas, R., Varman, R., & Belk, R. (2015). Status, Caste, and market in a changing Indian village.
Journal of Consumer Research, 42(3), 472-498.
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.
Park, J., Gunn, F., Lee, Y., & Shim, S. (2015). Consumer acceptance of a revolutionary technologydriven product: The role of adoption in the industrial design development. Journal of Retailing
and Consumer Services, 26, 115-124.
Ozer, L., & Gultekin, B. (2015). Pre- and post-purchase stage in impulse buying: The role of mood and
satisfaction. Journal of Retailing and Consumer Services, 22, 71-76.
Dolbec, P-Y., & Fischer, E. (2015). Refashioning a field? Connected consumers and institutional
dynamics in markets. Journal of Consumer Research, 41(2), 1447-1468.
Week Nine: March 9
No Class: Spring Break
5
Week Ten: March 16
Topics: Doing Consumer Research
 Focus on Data Collection Techniques:
o Surveys
o Experiments
o Observation
Required Readings:
Wan, L., & Wyer, R.. (2015). Consumer reactions to attractive service providers: Approach or avoid?
Journal of Consumer Research, 42(6), 578-595.
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.
Bellezza, S., Gino, F., & Keinan, A. (2013). The red sneakers effect: Inferring status and competence
from signals of nonconformity. Journal of Consumer Research, 41(5), 35-54.
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.
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.
Basil, M. (2011). Use of photography and video in observational research. Journal of Fashion
Marketing and Management, 14(3), 246-257.
Week Eleven: March 23
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.
Week Twelve: March 30
No Class
6
Week Thirteen: April 6
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 Fourteen: April 13
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.
Gopaldas, A. (2014). Marketplace sentiments. Journal of Consumer Research, 41(8), 995-1014.
Plassman, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer neuroscience:
Applications, challenges and possible solutions. Journal of Marketing Research, 52(4), 427435.
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 Fifteen: April 20
 DUE: Term Paper Presentations
 Wrap-up
Friday April 29th: Final Term Paper Due by 5:00 p.m.
7