CONSUMER BEHAVIOR & ANALYSIS – MKT 3411
Spring 2022
Professor:
Dr. Courtney Szocs
Classroom: BEC 1225
Office:
BEC 2117
Email:
cszocs@lsu.edu
Office hours: Tuesdays 9:30am-10:30am and by appointment
COURSE MATERIALS
 Mothersbaugh et al. (2020) Consumer Behavior: Building Marketing Strategy, 14th
edition (ISBN 978-1-260-10004-4) OR Mothersbaugh, David L. and Delbert Hawkins (2016)
Consumer Behavior: Building Marketing Strategy. 13th edition (ISBN 978-1-259-23254-1)


Cialdini, Robert R. (2009) Influence: Science and Practice. 5th edition, Pearson.
Readings posted on Moodle
COURSE OVERVIEW & OBJECTIVES
Every day you engage in “consumer behavior.” You buy things, you sell or trade things, and you
exchange ideas and concepts. What motivates you to do this? What influences your choices,
perceptions, and evaluations? These are the types of questions we will explore in this course.
Consumer behavior is an integral part of daily life as well as an important part of the marketing
discipline. In fact, consumers are the heart of marketing functions, ranging from determining
consumer needs to ensuring customer satisfaction and beyond. The primary objective of this
course is to provide an introduction to the topic of consumer behavior. The course uses a
combination of lectures, class activities, assignments/projects, and exams/quizzes to meet the
following goals:
1. Provide the underlying theory and concepts of consumer behavior
2. Apply theories, models, and analytical tools used in addressing marketing problems
3. Develop your marketing vocabulary
4. Improve public speaking and business writing skills
CLASS STRUCTURE, ATTENDANCE, AND EXPECTED BEHAVIOR
Classes will be conducted in an interactive manner with active participation from the students.
Therefore, advance preparation on your part is absolutely essential. You are expected to
complete all the readings prior to the beginning of each class session. Your class participation
grade will be influenced by your active participation in class discussions and activities.
You are expected to be in class on time. Also, you should not do anything in class that can
distract/disturb other students or the professor. This includes using electronic devices for nonclass related activities. Please do NOT indulge in side-conversations while class is in session.
You should be respectful to the professor and your classmates. Students who do not adhere to
LSU policies outlined in the Student Code of Conduct will be asked to leave the classroom, will
be severely penalized for the “class participation” component of their grade, and may be reported
to the Dean of Students.
ELECTRONICS POLICY
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The use of portable electronic devices including but not limited to cell phones, iPods, iPads,
voice/audio recorders, smart watches, and cameras is strictly forbidden. Electronic recording
devices (e.g., video recorders, audio recorders, cameras, cell phones, etc.) are also not allowed to
be used in class. Any student seen interacting with one of these devices during class will be
asked to cease use and will be penalized in terms of the class participation component of their
grade. The only exception is the approved use of laptop computers for notetaking purposes.
Personal electronic devices must be out of view for exams.
SERVICE-LEARNING & ENGAGED CITIZEN INFORMATION
This course meets the requirements for a service-learning optional course. Service learning is
different from community service or volunteering because it knits service activities and learning
outcomes together. Rather than being an “add-on,” service will be an integral part of your
coursework. Your learning of the course materials will be enhanced and strengthened by the
intellectual and analytical connections you are asked to make between your service experiences
and the course readings and concepts.
LSU’s Center for Community Engagement, Learning, and Leadership (CCELL), in conjunction
with LSU Campus Life, offers a unique graduation distinction through the Engaged Citizens
Program. By taking this class, you are already earning part of the credit required to achieve the
distinction, which supports and recognizes undergraduate students who engage significantly with
their communities to address critical community needs. To find out more about the program,
email CCELL Director Sarah Becker at sbecker@lsu.edu or CCELL staff at ccell@lsu.edu.
STUDENTS WITH SPECIAL NEEDS POLICY
Students using the Office of Disabilities Services (ODS) must provide the Professor with ODS
documentation and sufficient notification such that the Professor can properly accommodate
students’ needs. In instances where ODS administers course work, students are required to
schedule work consistent with the scheduling of this work for the class as a whole (i.e., exams
should be taken on the same day they are given in class). In addition, students with emergency
medical information and/or students needing special arrangements in case of emergency building
evacuation should provide the appropriate documentation to the Professor as soon as possible.
LATE ASSIGNMENTS
Late assignments are not accepted. Assignments submitted after the deadline will receive a “0”.
GRADING
Grades will be weighted as shown in the table below.
Grade Component
Three Exams
Class Participation
Decision Making Presentation
Persuasion Tactics Quiz
Group Presentation on one Persuasion Tactic
Donation Campaign Assignments
Total
Component Weight
42%
10%
5%
5%
5%
33%
100%
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EXAMS
There will be four exam opportunities during the term. The exams are intended to measure the
degree to which you have learned the material as well as your ability to apply this knowledge in
problem-solving situations. The exams will be based on assigned readings as well as material
covered in class. In essence, anything and everything discussed in class or in the assigned
readings is potential test material. You need to attend classes and be thoroughly involved with
the proceedings to do well on the exams. Exams will be timed. Exams 1-3 will be available
during class hours only. Students who arrive late will not be permitted to take the exam if a
classmate has submitted their exam.
Your exam grade will be based on the results of your three best exams. This means that if you
are satisfied with your grade after exam 3, you do not have to take exam 4. This also means that
there will not be any make-up exams. If you miss exam 1, 2, or 3 you will need to take exam 4.
CLASS PARTICIPATION
The class participation component of the grade will be based on the student’s active, quality
participation in class exercises/activities. Regular class attendance without active quality
participation will not qualify one for a high participation grade. Class activities/exercises cannot
be made up if class is missed.
PRESENTATION ON ONE PERSUASION TACTIC
Along with their assigned/chosen group members, each student will present on one persuasion
tactic. Please see Moodle for specific guidelines.
PERSUASION TACTICS QUIZ
There will be one quiz over the persuasion tactics we cover. The quiz will be available during
class on October 4 and should be taken individually. The quiz cannot be made up if class is
missed.
DONATION CAMPAIGN FOR COMMUNITY PARTNER
In groups of 4 or 5, students will develop and execute a donation campaign for one of two
community partners. Please see Moodle for more specific guidelines and deliverables. Note, the
donation campaign is a required course component for all students and represents the servicelearning activity for students interested in earning the engaged citizen distinction. Also, written
assignments (with the exception of the information sheet and communication plan) should be
submitted on Moodle.
DECISION MAKING PRESENTATION
Each student will dissect a recent purchase decision based on what they learn about consumer
decision making from chapters 14-18. Please see Moodle for specific guidelines
POSSIBLE EXTRA CREDIT OPPORTUNITIES
Students can earn extra credit through participating in research activities that are approved by the
Institutional Review Board. Each extra credit activity will be worth .5 points and each student
may participate in a maximum of five activities.
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CALCULATING GRADES
There are 100 points available (not including extra credit). Exams will be out of 42 points each
(the best three scores will be averaged), the donation campaign will be out of 33 points, class
participation will be out of 10 points, persuasion tactic presentations will be out of 5 points, the
persuasion tactics quiz will be worth 5 points and the decision-making presentation will be out of
5 points. Any extra credit that you earn will be added to your total score.
To compute your overall grade, add the points for the graded components. For example, if your
best three exam scores are 14, 10, and 12 (out of 42), you earned 7 (out of 10) for class
participation, 5 (out of 5) for the persuasion tactics quiz, 4.5 (out of 5) for the persuasion tactic
presentation, 30 (out of 33) for the donation campaign, 4 (out of 5) for the decision-making
presentation, and you participated in three extra credit exercises for a total of 1.5 points then your
overall computed grade score will be:
14 + 10 + 12 + 7 + 5 + 4.5 + 30 + 4 + 1.5 = 88%
Using the grading distribution below, a score of 88% would translate to a course grade of “B+”.
Grade Distribution
Percentage Range
Grade
97.0% - 100%
A+
93.0% - 96.99%
A
89.0% - 92.99%
A85.0% - 88.99%
B+
81.0% - 84.99%
B
78.0% - 80.99%
B75.0% - 77.99%
C+
72.0% - 74.99%
C
68.0% - 71.99%
C65.0% - 67.99%
D+
63.0% - 64.99%
D
60.0% - 62.99%
DBelow 60.0%
F
It should be noted that grades are not negotiable. In the event a student feels there has been an
error in grading or is missing a grade the student should submit a written request (via email)
within 7 days of when the grades are posted. (Activity grades are posted when the name of the
activity appears in the gradebook on Moodle). The request should detail where the student
believes points where incorrectly deducted. If, after reviewing the request, I determine that the
grade should actually be lowered the two grades will be averaged together and you will be
assigned the averaged value.
If you have difficulty with the course, you should come and meet me, relatively early in the term.
Feel free to contact me if you have any questions and/or need any clarification. Never assume
anything. If in doubt, ask! I hope that you will find the course both interesting and beneficial. I
also hope that you have an enjoyable experience in the class. Welcome and Good Luck!
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COURSE SCHEDULE OVERVIEW*
DATE
TOPIC (READING)
8/23
Consumer Behavior & Marketing Strategy
(Mothersbaugh et al. [i.e., M] Ch. 1)
8/25
Changing Values of American Society (M Ch. 3)
8/30
9/1
9/6
9/8
9/13
Persuasion Tactics Introduction (Influence Ch. 1)
Donation Campaign Introduction
Changing Demographics & Social Stratification of
America (M Ch. 4)
Families & Households in America (M Ch. 6)
Reciprocation (Influence Ch. 2)
Motivation, Personality, Emotion (M Ch. 10)
Commitment/Consistency (Influence Ch. 3)
Self-concept & Lifestyle (M Ch. 12)
Social Proof (Influence Ch. 4)
Exam Review
Exam 1
9/15
Team member names by
11:59pm
Donation Campaign Info.
Sheet by end of class
Chapter 2 presentation
Chapter 3 presentation
Chapter 4 presentation
(In pink decorative font)
(In blue decorative font)
9/20
Perception (M Ch. 8)
Liking (Influence Ch. 5)
9/22
Learning, Memory, Product Positioning (M Ch. 9)
Authority (Influence Ch. 6)
Attitudes & Influencing Attitudes (M Ch. 11)
Scarcity (Influence Ch. 7)
9/27
ASSIGNMENT DUE
9/29
Group Influences on Consumer Behavior (M Ch. 7)
Framing (PDF on Moodle)
Anchoring (PDF on Moodle)(In purple
10/4
Persuasion Tactics Quiz
Interview or observation
notes by 11:59pm
Chapter 5 presentation
Chapter 6 presentation
Customer profile by
11:59pm
Chapter 7 presentation
Framing & Anchoring
presentations
Exam Review
(In purple decorative fonts)
10/6
decorative font)
Exam 2
(In blue decorative font)
10/11
Donation Campaign Proposal
Presentation
(In orange decorative font)
10/13
Fall Break
(In red decorative font)
5
10/18
Donation Campaign Proposal
Presentation
(In orange decorative font)
Project Day
10/20
10/25
(In green decorative font)
Marketing Communication
Workshop
Communication plan by
end of class
(In Purple decorative font)
10/27
11/1
Decision Making – Problem Recognition (M Ch. 14)
Decision Making – Information Search (M Ch. 15)
(In purple decorative font)
Project Day
11/3
11/8
11/10
11/15
(Inn green decorative font)
Written proposal due by
11:59pm
Decision Making – Evaluation & Selection (M Ch. 16)
Decision Making –Purchase (M Ch. 17)
Post Purchase Processes (M Ch. 18)
Decision Making
Presentations
11/17
In red decorative font
Decision Making
Presentations
11/22
Donations due by 5pm.
(In red decorative font)
Thanksgiving Holiday (in brown decorative font)
11/24
11/29
Exam 3
(in blue decorative font)
12/1
Donation Campaign Presentations
In blue decorative font
Final paper due by
11:59pm
Finals
Exam 4
Week
((in blue decorative font))
*Schedule is tentative and therefore subject to change. As would be noted by a screen
reader, all colors and fonts are for decorative purposes only.
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