Marketing 750: Consumer Behavior
Winter 2008
Ohio State University
Columbus, Ohio
5:30-7:18 T/Th
Schoenbaum 230
Professor: Curtis P. Haugtvedt, Ph.D.
Office: 520 Fisher Hall
Office Phone: 292-6228
Email: Haugtvedt.1@osu.edu
Office Hours: 2:30-3:30 T/Th and by appointment. Always available via e-mail. Please note
Marketing 750 in the subject line of email.
Note: If you have any special needs or need special accomodations to access the course
material, to take exams, or in class, please contact me within the first two weeks of classes. I
will do my best to help.
Required Textbook: Hoyer, W, and MacInnis, D. Consumer Behavior. 4th Edition.
Houghton-Mifflin.
Recommended Readings:
Cialdini, Robert B. (2000) Influence: Science and Practice (4th Edition) ISBN 0321011473
Underhill, Paco. (1999) Why We Buy - The Science of Shopping, Simon & Schuster, New York,
1999 ISBN 0-684-84913-5
Fogg, B.J. (2002) Persuasive Technology. Morgan-Kaufmann, ISBN 1558606432
Haugtvedt, C.P., Machleit, K., and Yalch, R., (2005) Online Consumer Psychology:
Understanding and Influencing Consumer Behavior in the Virtual World. Erlbaum
Associates, Inc. ISBN 0-8058-5155-0 (on reserve at Business Library)
Williams, J.D., Lee, Wei Na, and Haugtvedt, C.P. (2004) Diversity in Advertising. Erlbaum
Associates, Inc. ISBN 0-8058-4794-4 (on reserve at Business Library)
Additional Readings will also be posted on the Carmen site. In-class activities, suggested
research paper and project outlines, mini-projects for participation points, and other
materials to be discussed in the course will be posted on the Carmen site.
Course Description and Objectives: This course involves a review and analysis of theories and
research methods from social and behavioral sciences (e.g., psychology, sociology, anthropology,
etc..) as they relate to understanding and predicting the behavior of the various players in the
marketplace. Students will learn how to interpret, evaluate, and apply behavioral research
principles to marketing problems.
COURSE ORGANIZATION
Classes: Lecture/discussion format. Lectures and discussions are intended to reinforce text
and other readings.
Exam: Three in-class exams. Multiple-Choice, Short Answer, Concept Identification, and
Essay format. The instructor reserves the right to use surprise quizzes to reward students
who keep up with assigned readings. The lowest score on a surprise quiz will be dropped.
Projects: Students can choose one of the four following options. Inform the instructor of
your choice by January 17th via email. Presentations will be scheduled to complement lecture
materials.
1. An individual research paper and presentation. In consultation with the professor, the
student identifies an area of in-depth study. The paper will consist of a review of relevant
academic and popular press materials on the topic. The paper will include suggestions for
additional research as well as the managerial implications of the research and theory on the
topic. Paper length can vary but will typically be around 15 pages (including references).
To the extent possible, presentations (typically lmited to 10 minutes) will be scheduled to
coincide with relevant class discussion topics.
2. Development of an original consumer behavior marketing case. This would include
brief environmental analyses, suggestions for data collection to aid decision making,
application of theoretical frameworks, etc.. This could focus on a local company, large or
small organization, the success or failure of implementations in other countries, etc… Up
to 3 students can work on a single case as a group project. In addition to the write-up
(approximately 40 pages), the group will give a 20 minute presentation to the class.
3. An in-depth ethnographic analysis of consumer behavior. Up to 3 students per group.
Approximately 40 page paper. 20 minute class presentation.
4. Analysis of Cross Cultural Consumer Behavior and marketing communications. Up
to 3 students per group. Projects might focus on advertising, product promotions, etc as
they vary (or should vary) across cultures. Examples for class presentations should
include marketing stimuli and links to theory and research in other disciplines. 20 minute
in-class presentation.
Grading: 3 Exams worth 100 points @. Research paper/group projects worth 200 points.
Participation worth 100 points (50 in class, 50 online). Total Possible Points: 600. Letter
grades will be assigned on the basis of the following percentage of total points:
93-100% = A, 90-92% = A-, 87-89% =B+, 83-86%=B, 80-82%=B-, 77-79%=C+,
73-76%=C, 70-72%=C-, 67-69%=D+, 63-66% = D, 62% or below = Failing.
Participation Points (online in italics):
50 points: Consistent leader in the classroom. Always prepared and initiates class discussion.
Comments are focused and integrative (linking materials to other courses, work experiences,
current events, etc..). Provides web links and commentary on topics relevant to the course.
Integrates materials and discussions with other courses, experiences. Starts new discussion topics
and thoughtfully comments on discussions started by other students. Provides supportive evidence
for point of view.
40 points: Quality participation. Responds to instructor comments and questions. Provides
examples. Provides links to relevant web pages with some personal commentary. Responds to
postings of other students and occasionally starts new discussions.
30 points: Occasional contributions to class discussions. Brings in some new material and some
new ideas. Rarely starts discussions. Simply agrees or disagrees with the postings of others.
Provides little supportive evidence
20 points: Answers questions from the instructor. Sometimes responds to other students.
Attends class regularly. Rarely posts to the bulletin board.
10 points: Attends class regularly but does not participate. Less than 3 posts to the bulletin
board.
Course Schedule
Thursday, Jan 3rd
Course Introduction
Ch 1 Hoyer and Macinnis
Tuesday, Jan 8th
Consumer Behavior Research Methods
Ch 2 Hoyer and Macinnis
Motivation, Ability, and Opportunity
Ch 3 Hoyer
Thursday, Jan 10th
Tuesday, Jan 15th
Thursday, Jan 17th
Exposure, Attention, and Perception
Ch 4 Hoyer and Macinnis
Knowledge and Understanding
Ch 5 Hoyer and Macinnis
Tuesday, Jan 22nd
Exam 1
Thursday, Jan 24th
Work on research paper/projects
Tuesday, Jan 29th
Attitude Change and Persuasion
Ch 6 Hoyer and Macinnis
Ch 7 Hoyer and Macinnis
Haugtvedt and Kasmer (2008, Carmen)
Thursday, Jan 31st
Tuesday, Feb 5th
Learning and Memory
Ch 8 Hoyer and Macinnis
Thursday, Feb 7th
Judgement and Decision Making
Ch 9 Hoyer and Macinnis
Ch 10 Hoyer and Macinnis
Tuesday, Feb 12th
Ch 11 Hoyer and Macinnis
Ch 12 Hoyer and Macinnis
Thursday, Feb 14th
Exam 2
Tuesday, Feb 19th
Compliance Gaining Strategies
Cialdini Book
Ch 16 Hoyer and Macinnis
Ch 17 Hoyer and Macinnis
Ch 18 Hoyer and Macinnis
Thursday, Feb 21st
Tuesday, Feb 26th.
Cultural Issues and Consumer Diversity
Ch 13 Hoyer and Macinnis
Thursday, Feb 28th.
Consumer Well-being
Ch 19 Hoyer and Macinnis
Ch 20 Hoyer and Macinnis
Tuesday, March 4th
Exam 3
Thursday, March 6th
Remaining Presentations
Tuesday, March 11th research/project paper due by 5 pm (send as an email attachment
to Haugtvedt.1@osu.edu)
A final and important note: Activities associated with this course will adhere to the Ohio
State Unviersity Code of Student Conduct
(http://studentaffairs.osu.edu/resource_csc.asp) and guidelines for perserving academic
integrity (http://oaa.osu.edu/coam/ten-suggestions.html) as well as the Fisher College
Honor Code.