MKT 34403:
Consumer Behavior
Fall 2015
Mon. & Wed. 8:30-9:50
Bob Evans Farms Hall 115
Professor:
Phone:
E-mail:
Office:
Office Hours:
Office Fax:
Website:
Dr. Wesley Thoene
(740)245-7347
wthoene@rio.edu
Bob Evans Farms Hall 239
Mon. & Wed. 9:45-10:00; 11:15-11:30. Tues. & Thurs. 11:15-1:15
740.245.7432
http://www.rio.edu/wthoene
COURSE DESCRIPTION:
The goal of any marketer is to discover customer needs and satisfy them. To this extent, it is
vital marketers gain a fundamental understanding of how consumers think and act before,
during, and after the buying process.
TEXTBOOK AND OTHER REQUIRED MATERIALS:
Babin, B. J. & Harris, E. G. (2013). CB. (4th ed.) Southwestern: Mason, OH.
COURSE OBJECTIVES:
The goal of the course will be to provide students with an in-depth understanding of the
consumer decision-making process. To this extent, the course will focus on the external
influences (demographics) and internal influences (perception, memory, personality, attitude,
lifestyle) which impact this decision-making process. Once these influences are analyzed,
students will learn how they apply to each step of the process.
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GRADING POLICIES/TESTING/ASSIGNMENTS/ATTENDANCE/EXPECTATIONS
Grade calculation
Participation
Presentations
Midterm Exam
Final Exam
Consumption Journal
% of Grade
10%
10%
25%
30%
25%
Grading Scale
A = 90 - 100%
B = 80 - 89%
C = 70 - 79
D = 60 - 69%
F = <60%
Participation:
Participation will be measured through both attendance, the quality of comments students
make in the classroom, and completion of homework. Students are advised to read the
assigned chapters before coming to class in order to be prepared for classroom discussion. If
students miss a day of class, notes are available on my Rio website,
http://www.rio.edu/wthoene .
Presentations
Groups of 3-4 students will be asked to select an age group and create a 10-15 minute
presentation about that age group. These presentations should include an overview of the age
group, a discussion of their consumer behaviors, forces that shaped these behaviors, and
advertisements which are geared toward this group. Presentations will require usage of
PowerPoint and at least two journal articles which apply to the presented material.
Consumption Journal
For three weeks during the semester, you will be required to keep a consumption journal which
lists every purchase you have made. The outline for this journal will be discussed in class. After
three weeks, you will be required to write a 3-page paper, outlining your findings in terms of
which products you bought most, brand loyalty, and the emotions associated with these
purchases. Were any trends evident in terms of products, brands, timing of purchase? What (if
any) areas of spending were excessive? What did you learn about yourself from this activity?
How do these purchases/findings relate to your results from the VALS survey and Five-Factor
Personality Test?
Examinations
The course midterm examination is tentatively scheduled for October 19. The final exam will
be announced later. Both exams will be multiple-choice in structure and each will contain
thirty-three questions.
The following is a tentative schedule for the course. Please note that these dates are subject to
change, and that such changes will be announced in class.
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DATE
CLASS
TOPIC
CLASS
Aug 24
#1
Introduction & Syllabus
∙ Introductions
Aug 26
#2
What is Consumer Behavior?
∙ Chapter 1
Aug 31
#3
Value and CB Value Framework
∙ Chapter 2
Sept 2
#4
Value and CB Value Framework
∙ Chapter 2
Sept 7
#5
Labor Day: No Class
Sept 9
#6
Perception
∙ Chapter 3
Sept 14
#7
Perception
∙ Chapter 3
Sept 16
#8
Comprehension, Learning, & Memory
∙ Chapter 4
Sept 21
#9
Comprehension, Learning, & Memory
∙ Chapter 4
Sept 23
#10
Motivations and Emotions
∙ Chapter 5
Sept 28
#11
Motivations and Emotions
∙ Chapter 5
Sept 30
#12
Personality and Lifestyle
∙ Chapter 6
Oct 5
#13
Personality and Lifestyle
∙ Chapter 6
Oct 7
#14
Attitudes
∙ Chapter 7
Oct 12
#15
Attitudes
∙ Chapter 7
Oct 14
#16
Midterm Review
Oct 19
#17
MIDTERM EXAM
Oct 21
#18
Consumer Culture
∙ Chapter 8
Oct 26
#19
Consumer Culture
∙ Chapter 8
Oct 28
#20
Group Influence
∙ Chapter 9
Nov 2
#21
Group Influence
∙ Chapter 9
3
DATE
CLASS
TOPIC
CLASS
Nov 4
#22
Consumers & Situations
∙ Chapter 10
Nov 9
#23
Consumers & Situations
∙ Chapter 10
Nov 11
#24
Consumers & Situations
∙ Chapter 10
Nov 16
#25
∙ Chapter 11
Nov 18
#26
Problem Recognition & Info
Search
Alternative Evaluation & Choice
Nov 23
#27
Alternative Evaluation & Choice
∙ Chapter 12
Nov 26
#28
No Class- Thanksgiving Break
Nov 30
#29
Presentations
Dec 2
#30
Review
TBA
#31
Final Exams
∙ Chapter 12
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MKT 3440301- Consumer Behavior
Class Presentations
For this project, you will be asked to assume the role of “professor for the day.” You will form
four groups of four students and present the material from your chosen chapter. Presentations
will require a PowerPoint presentation, an activity, and at least two journal articles which apply
to your topic. These journal articles can be found on OhioLink. If you have any trouble
accessing or finding these articles, please let me know.
Presentations should last no more than one class session. If your presentation requires some
sort of homework, please announce it during the preceding session so students can be better
prepared for your presentation. In addition, you will be asked to submit a one-page report
which outlines the main points of your presentation for submission to the professor.
Students will be graded on a five-point scale for each of the following criteria:
Grading Scale:
0 = Unacceptable; 1 =Insufficient; 2 = Minimal; 3 = Average; 4 = Good; 5 = Superior
Accuracy of Information
0
1
2
3
4
5
Was the information presented accurately? Was the information relevant to the group’s topic?
Were journal articles used?
Creativity
0
1
2
3
4
5
Was the information presented in a creative manner? Was the audience actively engaged in the
presentation?
Presentation
0
1
2
3
4
5
Was an aura of professionalism maintained? Did students use time wisely? Did students make
the information relatable to the audience? Will students be able to remember the information?
PowerPoint Slides/ Report
0
1
2
3
4
5
Were the PowerPoint slides professional-looking? Was the outline submitted to the professor
free of grammatical and spelling errors? Did both instruments adequately communicate the
main points of the presentation?
TOTAL POINTS ____/ 20
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ADA POLICY: If a student wishes to be identified as having a physical, mental, or learning
disability, that may or may not require reasonable accommodation(s), he/she must register
with the Office of Accessibility. These registered students should identify themselves to their
instructors and provide a written statement from the Accessibility Office that indicates the
appropriate accommodations. The process of a student self-proclaiming the need for
accommodation should occur as early in the semester as possible. The Office of Accessibility
phone is 245-7339 and is located in Rhodes Hall, Room 116, University of Rio Grande.
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fully respecting and protecting the rights of students under the Family Educational Rights and
Privacy Act (FERPA). These rights generally include the right to inspect, review and seek
amendment to the student's education records and the right to provide written consent before
personally identifiable information from education records is disclosed. Under FERPA, students
have the right to file a complaint with the US Department of Education concerning alleged
failures to comply with FERPA. Please see the Student Records Confidentiality/Rights Under
FERPA section of the Student Handbook for details and more information.
ACADEMIC DISHONESTY: Standard university policies, as described in the Student Handbook, apply.
WITHDRAWAL: Refer to Student Handbook
** This syllabus is not to be construed as a contract with the
student and may be subject to change**
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