Consumer Behavior-2
（2013, Fall, IMICS, Kuo）
Time:Wed.9:10-12:00
Place: Dayung Bldg. 406
E-mail:kuoch668@gmail.com
Phone: ext.67424
Course Objectives:
This course will lead the students into investigating the various aspects of
consumer behavior through an inter-discipline perspective. Related theories form
economics, psychology, sociology, anthropology, and communication are used to
scrutinize and discuss the processes of consumer behavior and orientations.
Consumer behavior cases are discussed so as to illustrate the related theories.
The course will be taught through lectures, in-class group discussions, case study.
group projects of observational study. and presentations, and so on.
Grade allocations: in class participation 20%
Group Assignment 40%
Final paper 30%
Attendance 10%
Text Book：
1. Blackwell, R. D., Miniard, P.W., Engel, J.F. (2012). “Consumer Behavior,”
Eds. ,華泰書局經銷 (BME)
2.. Course pack, readings selected from other books and scholarly Journals,
such as Journal of Consumer Research, Journal of Marketing Research, etd..
3. Websites: Consumer Behavior Case Study
http://thinkingbookworm.typepad.com/blog/2012/05/case-study-consumer-behavi
or.html
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Course Outline
Sept 18 (week1) Introduction: examining consumer behavior from multiple
perspectives.
(1) BME, ch.1, 2
(2) Bray, J. P.(2008), “Consumer behavior theory: Approaches and models,”
unpublished paper.
(3) Perner, L. (1999) “Consumer research methods.” unpublished booklet.
Sept. 25 (week 2) Consumer Decision Process and Search
(1) BME, ch.3, 4
Oct. 2 (week 3) Evaluation and Purchase
(1) BME, ch.5
(2) Menon, S.& Kahn, B.E.(1995).”The Impact of Context on Variety in Product
Choices,” JCR,22(December):285-295.
(3) Bornemann, T., Homburg, C.(2011) “Psychological Distance and the Dual Role
of Price,” JCR. Vol. 38 (Oct.) 490-504.
Oct. 9 (week 4) Post purchase behavior
(1) BME, ch.6
(2) Ward, J.C. and Ostrom, A.C.(2006) ”Complaining to the masses: The role of
protest framing in customer-created complaint web sites,” (September),
pp.220-230.
Group Assignment #1—observational study
Oct. 16 (week 5) Consumer perceptions
(1) Solomon ch.2,
(2) BME, ch.12
(3) Keith S.Coulter, Keith S. and Coulter, Robin A. (2007) “Distortion of Price
Discount Perceptions: The Right Digit Effect,” JCR, Vol. 34 ,(August)
Oct. 23 (week 6) Consumer Learning, motivations and cognition
(1) Solomon ch.3
(2) BME ch.8,7
(3) Gregan-Paxton, J. & John, D.R.(1997) “Consumer Learning by Analogy: A
Model Of Internal Knowledge Transfer,” JCR,24(December):266-284.
(4) Sengupta, J.R., Goodstein, R.C., & Boninger, D.S.(1997) “All Cues Are Not
Created Equal: Obtaining Attitude Persistence Under Low-involvement
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Oct. 30 (week 7) Demographics, Psychographics, and Personality
(1) Solomon ch.6
(2) Chaplin, L. N. and Deborah, R.J. (2007).”Growing up in a Material World: Age
differences in Materialism in Children and Adolescents, JCR,(December).
(3) Fisher, R.J., Dube,L.(2005) “Gender differences in responses to emotional
advertising: a social desirability perspective” (March),pp.850-858.
’Week 8 (11/6) group project presentation of observational study –8:30-12:30
Nov. 13 (week 9) Consumer Culture
(1) Eric J. Arnould and Craig J.Thompson. (2005) Consumer Culture Theory
(CCT): Twenty Years of Research. Journal of Consumer Research 31:4,
868-882
(1) Kjeldgaard, D.K., and Askegaard, S.(2006), “The Glocalization of Youth
Culture: The Global Youth Segment as Structures of Common Difference.
JCR, vol. 33, (September).
(2) Cornwell, T.T. and Drennan, J (2004). “Cross-cultural consumer/consumption
research: dealing with issues emerging from globalization and fragmentation,
Journal of Macromarketing, vol.24 (Dec.) 108-121.
Group project #2—Cross cultural consumer behavior+ Final paper
Nov. 20 (week10) Culture and social classes/ Family and Reference group
(1) BME, ch. 9,10
(2) Henry, P.C. (2005) “Social class, market situation, and consumer metaphors of
(dis)empowerment,” JCR (March), pp.766-778.
(3) Lowrey, T. M. and Otnes, C.C. (2004) “Social Influences on Dyadic Giving
over Time: A Taxonomy from the Giver's Perspective,” JCR, (March).
Nov. 27 (week 11) Consumer’s self-concept and life style
(1)Solomon, ch.5,
(2)Kleine, S.S. Kleine, R.E. & Allen, C. T. (1995) “How Is a Possession ‘Me’
Or ‘Not Me’? Characterizing Types and An Antecedent of Material
Possession Attachment,” JCR,22(December):327-343.
(3)Ahuvia*,Aaron C (2005) “Beyond the Extended Self: Loved Objects and
Consumers' Identity Narratives,” JCR, vol.32, (June).
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(4) Sirianni, N., Lastovicka, J. (2011) “Truly, Madly, Deeply: Consumers in the
Throes of Material Possession Love.” JCR, vol.38 (Aug.) 323-342.
Dec. 4 Week 12 #2 Group presentation of consumer cultural
examples--8:30-12:30
Dec.11 (week 13) Symbolic consumption
(1)Thompson, C.J. & Haytko, D.L. (1997) “Speaking of Fashion: Consumers’
Uses of Fashion Discourses and the Appropriation of Countervailing
Cultural Meanings,”JCR,24(June):15-42.
(2) Torelli, C., Ahluwalia, R (2012) “Extending Culturally Symbolic Brands: A
Blessing or a Curse?” JCR, vol. 38 (Feb,) 933-947.
(3) Tian, K. and Tian, R. (2011).”Food consumption and cultural awareness: an
anthropological case study of consumer behavior at a Chinese restaurant,”
Journal of Marketing Development and Competitiveness,” vol.5(4), 51-69.
Dec. 18 (week 14) The dark side of consumer behavior
(1) Hirschman, E. (1992) “The consciousness of addiction: toward a general
theory of compulsive consumption.” JCR, vol.19 (Sept.) 155-179.
(2) Worlman, L. and Paper, D. (2010) “Compulsive buying: a theoretical
framework,” The Journal of Business Inquiry, vol.9-1, 89-126.
Dec. 25 (week 15) Final paper presentation #1--8:30-12:30
(For those who have to leave TW before January)
2014 Jan. 1
Happy New Year! NO CLASS
2014 Jan. 8 (week 17)
Final paper presentation #2
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