WELCOME TO
MKT 450: CONSUMER BEHAVIOR
MKT 450:
CONSUMER BEHAVIOR
Course Web Site
http://www.CustomerPaths.com
Textbook
Wayne D. Hoyer, Deborah J.
MacInnis, and Rik Pieters
(2012), Consumer Behavior, 6th
ed., CENGAGE Learning, ISBN13: 978-1133435211.
Why does
Tony the
Tiger wear a
scarf?
About the Instructor: Lars Perner
• Ph.D., Marshall School of
Business, University of
Southern California, 1998
• Courses taught:
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Marketing Fundamentals
Consumer Behavior
International Marketing
Marketing Strategy
Intro to International Business
Channels/Distribution
Agricultural Marketing
Internet Marketing
About the Instructor: Lars Perner
• Research interests:
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Consumer Behavior
International Marketing
Consumer Price Response
Consumer Bargain Hunting
Branding
Corporate Philanthropy
Non-Profit Marketing
“Win-win” Deals
Autism Spectrum Disorders and Subtypes
• Country of birth: Denmark
• Selected outside involvement
– Marketing Educators’ Association
– Autism Society of America
Warning!
• Beware of relying on
PowerPoint printouts!
• Psychological research
shows that
comprehension and
memory suffer if you do
not take notes in your
own hand.
Computers are permitted
only when specifically
authorized for in-class
projects.
Cell phones are not
permitted under any
circumstances
Please be considerate to
the rest of the class!
SURFING
PSYCHOS
Course Objectives
• Appreciate the dynamics of consumer behavior and its
implications for firm strategies;
• Understand external factors impacting consumers and their
behavior and their impact on choices and behavior;
• Understand the impact the consumer’s level of involvement in a
given decision or activity and the impact of this on choices and
behavior;
• Appreciate ethical implications of marketing to consumers; and
• Appreciate the dual roles of formal analysis and creativity in
designing and implementing effective consumer marketing
programs.
Course Philosophy
• Application to needs of
real firms rather than
memorization
• Assignments require
individual initiative and
thinking
– Consulting Papers
MKT 450
INTRODUCTION
Lars Perner, Instructor 11
Grading