CONSUMER BEHAVIOR
MINNESOTA STATE UNIVERSITY MOORHEAD
Marketing 421 Syllabus
Fall, 2006
Dr. Alexander
09:30-10:45 a.m./11:00-12:15 p.m. TH CB 106 Office: CB 207 I
Introduction/Overview
08-24-06
Complete Before Class
Read syllabus
Complete During Class
[H] Student Courses Survey
Introductions
Expectation exercise
Review syllabus
Discuss Introduction to Consumer Behavior
Discuss how to prepare for and write essay and multiple choice exams
08-29/31-06
Complete Before Class
Read Alexander Notes: The Interpersonal Influence Process
Read Alexander Notes: CDP Model
Read Blackwell, Miniard, & Engel: 1
Read Blackwell, Miniard, & Engel: 2
Complete During Class
[T] Discuss Alexander Notes: The Interpersonal Influence Process
Discuss Alexander Notes: CDP model
Quiz on syllabus
Video
[H] Discuss Blackwell, Miniard, & Engel: 1
Discuss Blackwell, Miniard, & Engel: 2
Form groups
Group exercise
Video
09-05/07-06
Complete Before Class
Prepare for Exam # 1: Blackwell, Miniard, & Engel: 1, 2 ***
Send Journal #1
Complete During Class
[T] Exam # 1: Blackwell, Miniard, & Engel: 1, 2 ***
[H] Speaker: Dorothy Loeks, Barnes and Noble (09:30/11:00) +++
Questions for the speaker
Consumer Decision Making
09-12/14-06
Complete During Class
Read Alexander Notes: Problem Recognition
Read Alexander Notes: Search
Read Alexander Notes: Evaluation of Alternatives
Read Alexander Notes: Expectancy-Value Attitudes
Complete During Class
[T] Quiz on steps in the consumer decision process
Quiz on Alexander Notes: Problem Recognition
Discuss Alexander Notes: Problem Recognition
Quiz Alexander Notes: Search
Discuss Alexander Notes: Search
[H] Quiz on Alexander Notes: Evaluation of Alternatives
Discuss Alexander Notes: Evaluation of Alternatives
Quiz Alexander Notes: Expectancy-Value Attitudes
Discuss Alexander Notes: Expectancy-Value Attitudes
09-19/21-06
Complete Before Class
Read Alexander Notes: Purchase Decision
Read Alexander Notes: Consumption
Read Alexander Notes: Post-Purchase Evaluation
Read Alexander Notes: Divestment
Complete During Class
[T] Quiz Alexander Notes: Behavior Prediction Model
Discuss Alexander Notes: Purchase Decision and Behavior Prediction Model
[H] Discuss Alexander Notes: Consumption
Quiz Alexander Notes: Post-Purchase Evaluation
Discuss Alexander Notes: Post-Purchase Evaluation
Discuss Alexander Notes: Divestment
09-26/28-06
Complete Before Class
Prepare for Exam # 2: Alexander Notes—Consumer Decision Process ***
Complete During Class
[T] Exam #2: Alexander Notes—Consumer Decision Process ***
[H] Speaker: Karl Bakkum, Melberg Church Supply/Jiminez Tortilla (09:30/11:00) +++
Questions for the speaker
10-03/05-06
Complete Before Class
Read Blackwell, Miniard, & Engel: 3
Read Blackwell, Miniard, & Engel: 4
Complete During Class
[T] Discuss Blackwell, Miniard, & Engel: 3
Group exercise
Video
[H] Discuss Blackwell, Miniard, & Engel: 4
Group exercise
Video
10-10/12-06
Complete Before Class
Read Blackwell, Miniard, & Engel: 5
Read Blackwell, Miniard, & Engel: 6
Complete During Class
[T] Discuss Blackwell, Miniard, & Engel: 5
Group exercise
Video
[H] Discuss Blackwell, Miniard, & Engel: 6
Group exercise
Video
10-19-06
Complete Before Class
Prepare for Exam # 3 Blackwell, Miniard, & Engel: 3, 4, 5, 6 ***
Complete During Class
[H] Exam # 3: Blackwell, Miniard, & Engel: 3, 4, 5, 6 ***
Individual Determinants of Consumer Behavior
10-24/26-06
Complete Before Class
Read Blackwell, Miniard, & Engel: 7
Read Blackwell, Miniard, & Engel: 8
Read Alexander Notes: Life In 2010/2050
Read Alexander Notes: Personality
Read Alexander Notes: Motivation
Send Journal #2
Complete During Class
[T] Discuss Blackwell, Miniard, & Engel: 7
Quiz on Life in 2010/2050
Discuss Life In 2000 and beyond
Discuss Alexander Notes: Personality
Quiz on Alexander Notes: Personality
[H] Discuss Blackwell, Miniard, & Engel: 8
Discuss Alexander Notes: Motivation
Quiz on Alexander Notes: Motivation
10-31/02-06
Complete Before Class
Read Blackwell, Miniard, & Engel: 9
Read Blackwell, Miniard, & Engel: 10
Read Alexander Notes: Knowledge
Complete During Class
[T] Discuss Blackwell, Miniard, & Engel: 9
Discuss Alexander Notes: Knowledge
Quiz on Alexander Notes: Knowledge
[H] Discuss Blackwell, Miniard, & Engel: 10
Discuss Alexander Notes: Expectancy-Value Attitudes
Group exercise
11-07/09-06
Complete Before Class
Prepare for Exam #4: Blackwell, Miniard, & Engel: 7, 8, 9, 10 ***
Complete During Class
[T] Exam #4: Blackwell, Miniard, & Engel: 7, 8, 9, 10 ***
[H] Speaker: Curt Kovash, US Bank (09:30/11:00) +++
Questions for the speaker
Social-Cultural And Environmental Influences
11-14/16-06
Complete Before Class
Read Blackwell, Miniard, & Engel: 11
Read Alexander Notes: Subcultures/Microcultures
Read Alexander Notes: Social Class
Read Blackwell, Miniard, & Engel: 12
Read Alexander Notes: Family
Read Alexander Notes: Groups
Complete During Class
[T] Discuss Blackwell, Miniard, & Engel: 11
Quiz on Alexander Notes: Subcultures/Microcultures
Discuss Alexander Notes: Subcultures/Microcultures
Quiz on Alexander Notes: social class
Discuss Alexander Notes: Social Class Differences in Behavior
[H] Discuss Blackwell, Miniard, & Engel: 12
Quiz on Alexander Notes: Family
Discuss Alexander Notes: Family
Discuss Alexander Notes: Groups
Quiz on Alexander Notes: Groups
Video
11-21-06
Complete Before Class
Read Blackwell, Miniard, & Engel: 13
Read Alexander Notes: Information Processing
Read Alexander Notes: Nudity in Advertising
Complete During Class
[T] Discuss Blackwell, Miniard, & Engel: 13
Quiz on Alexander Notes: Information Processing
Discuss Alexander Notes: Information Processing
Discuss Alexander Notes: Nudity and sex in Advertising
Quiz on Alexander Notes: Nudity and sex in Advertising
Video
11-28/30-06
Complete Before Class
Prepare for Exam #5: Blackwell, Miniard, & Engel: 11, 12, 13 ***
Send Journal #3
Complete During Class
[T] Exam #5: Blackwell, Miniard, & Engel: 11, 12, 13 ***
[H] Speaker: Janine Eberhart, Sears, Roebuck and Co. (09:30/11:00) +++
Questions for the speaker
Influencing Consumer Behavior
12-05/07-06
Complete Before Class
Read Blackwell, Miniard, & Engel: 14
Read Blackwell, Miniard, & Engel: 15
Read Alexander Notes: Communication Model
Complete During Class
[T] Discuss Blackwell, Miniard, & Engel: 14
Quiz on Alexander notes: Communication Model
Discuss Non-verbal Communication
Group exercise
Video
[H] Discuss Blackwell, Miniard, & Engel: 15
Discuss Attitude Formation and Change
Group Exercise
Video
12-12-06
Complete Before Class
Read Blackwell, Miniard, & Engel: 16
Complete During Class
[T] Discuss Blackwell, Miniard, & Engel: 16
Group Exercise
Video
12-19-06 (09:00-11:00 a.m./09:30 class)
12-20-06 (09:00-11:00 a.m./11:00 class)
Complete Before Class
Prepare for Exam #6: Blackwell, Miniard, & Engel: 14, 15, 16 ***
Complete During Class
Exam #6: Blackwell, Miniard, & Engel: 14, 15, 16 ***
ESSENTIAL INFORMATION FOR STUDENTS
Grade Distribution
90% to 100% = A 70% to 79% = C Below 60% = F
80% to 89% = B 60% to 69% = D
Office Hours
TH: 07:30 a.m. to 09:30 a.m. T: 01:45 p.m. to 06:00 p.m. F: 12:00 p.m. to 02:30 p.m.
Contacting Dr. Alexander
218.477.4650 web.mnstate.edu/alexand
Point Totals
Points are assigned on the following basis. These point totals represent approximations only. The total number of points may vary.
1. Exams: 6 @ 100 points 600
2. Quizzes: 20 @ 10 points each 200
3. Journals completed: 3 at 25 points each 75
4. Group exercises 10 @ 10 points 100
5. Questions for the speakers: 4 @ 25 points 100
Text
We use two books and several handouts. The text is Consumer Behavior (10th ed.) by Roger D. Blackwell, Paul W. Miniard, and James F. Engel. I chose the text because (1) it covers the material better than other books, and (2) I think you will find it interesting to read. Further, the book is accurate, timely, organized properly, and as well written as most texts. The second book is a manual I wrote. You may purchase it in the bookstore. It contains my notes.
Prerequisites
Please complete Principles of Marketing before enrolling in Consumer Behavior. Social Psychology is strongly recommended.
Changes to the Syllabus
Changes to the syllabus may occur for three reasons. First, inclement weather may interfere with the schedule. If the MSUM president cancels classes, any assigned material or exams will be due the next class period held. Note that only the president can order classes canceled. Second, a mistake on the syllabus may require changes. Third, the students and professor may reach a consensus about a need for a change in the syllabus.
Justification
Consumer behavior examines the reasons why consumers choose the particular goods and services they buy. For a marketer to achieve success, she must understand why consumers might purchase one brand
over another or from one firm instead of another. This knowledge enables her to better predict her organization's environment.
Special Needs
I have experienced a gradual and permanent loss of hearing and wear amplifiers (hearing aids) to compensate. Unfortunately, they amplify background noise as well as individual voices. Please be patient when I ask you to repeat a comment or question. So that I can speechread, look at me when you speak to me.
If you possess any type of disability (sight, hearing, mobility, etc.) or special need (learning problems, etc.), inform me at the beginning of the semester. The university and I will attempt to handle your special need in a way that maximizes your learning experience. Students with disabilities who believe they may need an accommodation in this class are encouraged to contact the coordinator of disability services at 477.5859 or 800.627.3529 (MRS/TTY) or in CMU 222E as soon as possible.
Learning Outcomes
Knowledge. At the end of the semester you will have internalized those concepts relevant to the consumer decision process including the steps in the CDP and how psychological, sociological, social psychological, anthropological, economic, and situational forces act upon the CDP. .
Application. You will have applied what you have learned by analyzing consumer behavior cases.
Speaking. You will have explained the influences upon consumers as they use the decision process to purchase products/services.
Team Building. You will have learned to solve problems as a member of a team.
Communication. You will have written journals to your professor on issues and topics of interest to him and/or you.
Self-Directed Learning. You will gain experience in a learner-directed setting and develop life-long learning skills.
Writing. You will write better at the end of the semester than at the beginning.
Methods
Exams. Preparations for exams help students internalize the vocabulary and concepts.
Text Reading Assignments and Supplementary Reading. The text and supplementary reading assignments provide students with the concepts and vocabulary used in attempts to understand the consumer decision process. Every student must read the assigned material by the dates listed above. The exams cover the text and supplementary readings. Quizzes also cover the supplementary readings.
Lectures. Although I rely heavily on other methods to enhance learning, I occasionally lecture to emphasize points not covered in you text or supplementary readings.
Class Discussions. Please participate in discussions of the assigned material. To participate fully, bring questions about the assigned material to class and ask them.
Visuals. Videotapes and other visuals deal with consumer behavior concepts and provide a basis for discussion.
Group Activities. In small groups, students will answer questions relevant to a chapter and explain their answers. These discussions help you to develop your analytical abilities and provide team-building experiences.
Oral Presentation. In an informal setting, group members will present the results of their in-class exercises. This activity provides experiences in speaking to peers.
Journals
1. In the space for Subject include Mktg 421 and the journal number. For example, for the first journal write Mktg 421, Journal 1. Journals without this will be deleted unread.
2. Journals will consist of one full page, double or single-spaced. Skimpy journals will not be given full credit.
3. Journals are due on Wednesday of the week listed on the syllabus and must be forwarded by e-mail within 48 hours of the due date. I will not accept early or late journals. Do not ask.
4. I do not evaluate your comments. You may complain, disagree, and/or inform but nothing you say will be held against you or will it affect your grade. You receive credit for completing journals rather than for their content. However, I often respond to journals with comments and observations of my own.
5. Comments in your journals may be used as part of some type of publication. However, you are guaranteed anonymity. Individual names will not be used.
6. I shall do my best to keep your journals private and secure. However, be aware that hackers may be able to access my files.
7. Journal #1 consists of an introduction. Tell me as much about yourself as you want me to know. Write this journal to help me understand you better.
8. Journal #2 requires you to, first, list three things you expected from your university experience before you came on campus. Second, for each one tell me whether your expectations were, or were not, met and why.
9. Journal #3 asks “What have I learned in this class?” List three of the most important lessons learned.
10. The journals are not graded. If I receive them all, you obtain maximum points. If I don’t, you don’t.
11. Use your own name on your e-mail accounts as it is listed in the Registrar’s office. Do not use some made up name. I cannot file a journal without your name.
12. Do not send journals as an attachment. Because of virus problems, I don’t open attachments.
13. Do not use Yahoo or Hotmail to send journals.
14. I require journals for two reasons. First, I use them to learn more about my students and their generation. Second, journals provide a convenient and easy way for students to interact with me. A visit to my office would probably be better, but some students have neither the time nor the inclination to visit me personally.
Questions for the Speakers
During a speaker’s presentation, students will write questions on a form provided. Maximum credit is given for five or more questions.
Exams
I shall administer exams on the dates indicated on the syllabus. One exam will consist of essay questions. The remaining exams consist of multiple-choice questions. These exams cover the text, the Alexander notes, and other reading assignments.
I permit two pages, one side, of hand-written notes for the essay exam only. However, each student must prepare her/his own for the value of an exam lies with its preparation. Using someone else's notes or allowing someone else to use your notes is considered academic dishonesty and will result in grades of zero for the individuals involved.
Quizzes
The quizzes accomplish two goals. First, they motivate students to read the material assigned. Second, they evaluate the students’ understanding of the material and provide feedback to me on the degree of understanding.
Make-up Exams
Do not miss the regularly scheduled exams. Note the following points.
1. Only individuals who miss the regularly scheduled exams for reasons acceptable to the university and professor can take a make-up exam. These reasons include your unavoidable illness when verified by a physician and almost no others. Unacceptable reasons include weddings (yours or anyone else), vacations, rides home, lack of preparation, loss of memory, sleeping in, a relative’s illness or death, car trouble, and most all other reasons of a similar nature.
2. All make-up exams are administered no later than Thursday of the last full week of class at a mutually convenient time.