CONSUMER BEHAVIOR
School of Management, Kyung Hee University
Spring 2023
Professor
Name:
Office:
Contact Points:
Home Page
Moon, Byeong-Joon
Orbis Hall 703
02-961-2156, bmoon@khu.ac.kr
kbiz.khu.ac.kr
Course Description
Marketing is essentially an effort to change the behavior of target audiences. Customer
acquisition is one of the biggest challenges facing offline and online companies today. As a
consequence, individuals who wish to be effective marketers must acquire a thorough
understanding of how consumers make choices and how they are influenced by the actions of
marketers and their allies.
This course is designed to provide such an understanding. It introduces students to a wide range
of basic theories and concepts that marketers and academics have found useful to think about
consumer behavior. These theories and concepts provide a basis for understanding individual
choice, designing consumer research, describing markets, and making strategic
recommendations for consumer marketing management.
Text (Required)
Hoyer, MacInnis, & Pieters (2018), Consumer Behavior, 7th Ed., South-Western: Cengage
Learning, ISBN#: 978-1-133-27449-0.
Evaluation and Grade Determination:
The grade in the course shall be based on the components described below. The evaluation
system is designed to encourage advance reading of all assigned material, regular attendance
in class, active participation in discussions, and timely completion of all course requirements.
Exams:
This will be given during the midterm and final exam period. The format of the exams will
be several short essay questions.
Discussion:
Discussion questions/topics shall be posted/given during every session. You will be expected
to actively participate in class discussions at all times.
Class Participation:
The KHU regulation stipulates that you should attend at least two-thirds of all the classes to
earn the course credit. If you are unable to attend class on a particular date due to illness or
other reason, I will greatly appreciate being informed in advance.
The above activities shall be weighted as follows in determining the final grade.
Midterm Exam
40%
Final Exam
40%
Discussion
10%
Class Attendance
10 %
1
Class Schedule:
Weeks
Dates
Topics
Ch.
1
March
2, 7
Overview of Consumer Behavior
1
2
March 9, 14
Motivation, Ability, and Opportunity
2
3
March
16, 21
Exposure and Comprehension
3
4
March
23, 28
Memory and Knowledge
4
5
March 30,
April 4
Attitudes Based on High Effort
5
6
April
6, 11
Attitudes Based on Low Effort
6
7
April
13, 18
Problem Recognition and Information Search
7
8
April
20, 25
Midterm Exam (April 20th) /
Judgment and Decision Making Based on High Effort
8
9
April 27,
May 2
Judgment and Decision Making Based on Low Effort
9
10
May
4, 9
Post-Decision Process
10
11
May
11, 16
Social Influences on Consumer Behavior
11
12
May
18, 23
Consumer Diversity
12
13
May
25, 30
Household and Social Class Influences
13
14
June
1, 8
Psychographics
14
15
June
13, 15
Psychographics /
Final Exam (June 15th)
2