Syllabus and Course Description
Fall/Spring Semester of the Academic Year of Spring, 2014
Department/
Institute of Business
Course Title：(Chinese) 消費者決策科學(博士班)
Institute
and Management
Permanent Course
(English) Consumer Decision Science
IBM 5015
ID
Instructor: Mei-Fang Chen
Year of Students 1 & 2
(for undergraduate
courses)
Required competence or courses that must be previously taken by students:
Credits
Required/
Selective
Elective
3
No.
Course Descriptions and Objectives:
This course aims to let the students understand consumer’s decision making behavior and marketer’s
activities. In addition, the related research capability can be cultivated.
Textbooks
(please specify
titles, authors,
publishers and
year of
publication)
Text Book: Consumer Behavior—Buying, Having, and Being, 10th Edition
Authors: Michael R. Solomon
Publisher: Prentice Hall, Inc (華泰書局代理)
Course Contents
Topics
Section 1:
Consumers in
the
marketplace
Outlines
Hours

Consumers Rule


Perception
Learning and
Memory
Motivation and
Values
The Self
15
Personality and
Lifestyles
Attitudes
Attitude Change and
Interactive
Communications
Individual Decision
Making
Buying and
Disposing
Group Influence and 8
Opinion Leadership
Organizational and
Household Decision
Making

Section 2:
Consumers as 

individuals




Section 3:
Consumers as 
Decision
Makers

Remarks
DemonLectures
stration
Experiment
i
Others
3
6
Experiment:
Journal Paper
Report by
students
4
Experiment:
Journal Paper
Report
by
students

Section 4:
Consumers and 
Subcultures

Income and Social
Class
Ethnic, Racial, and 6
Religious Subcultures
Age Subcultures
Experiment:
Journal Paper
Report
by
students
3

Cultural Influences
Experiment:
on Consumer
Section 5:
Journal Paper
Behavior
Consumers and  The creation and
4
2
Report
by
Culture
diffusion of global
students
consumer culture
Description of Course Details:
1. Homework and Assignments: Journal Paper Report & Research Proposal
2. Exams and Quizzes: No.
3. Evaluation and Grading Policy: Journal Paper Report 50% & Research Proposal 50%
4. Pedagogy and other supplementary information (websites, TAs, handouts and/or databases):
Electronic Journal Databases
Time Slot
Location
Contact Information
Office Hours
0936 676 689
Syllabus
Week
Contents/Topic
Date
1
Ch 1 Consumers Rule
2
Ch 2 Perception
3
Ch 3 Learning and Memory
Assignment: Reinforcement of Consumption
Ch 4 Motivation and Values
Assignment: Involvement Paper
Ch 5 The Self
Assignment: Sex Roles in the Decision Making Paper
Ch 6 Personality and Lifestyles
Assignment: VALS Paper
Ch 7 Attitudes
Assignment: TRA and TPB model Paper
Ch 8 Attitude Change and Interactive Communications
Assignment: ELM Model Paper
Ch 9 Individual Decision Making
Assignment: Perceived Risk Paper
Ch 10 Buying and Disposing
Assignment: Online Shopping Behavior Paper
Ch 11 Group Influence and Opinion Leadership
Assignment: Word-of-Mouth Communication Paper
Ch 12 Organizational and Household Decision Making
Assignment: Industrial Marketing Paper
Ch 13 Income and Social Class & Ch 14 Ethnic, Racial, and Religious Subcultures
Assignment: Demographics Segmentation Paper
Ch 15 Age Subcultures
Assignment: Demographics Segmentation Paper
Ch 16 Cultural Influences on Consumer Behavior
Assignment: Cultural Influences on Consumer Behavior Paper
Ch 17 The Creation and Diffusion of Global Consumer Culture
Assignment: The Creation and Diffusion of Global Consumer Culture Paper
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Final Term Report
18
Final Term Report
Remarks：
1、Inclusive of visiting institutes/organizations outside the NCTU or other academic events.
2、Please adhere to pertinent regulations/laws on intellectual property rights. Do not
use pirated textbooks.
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