Consumer Behavior MKT 3130 (01) s1

Consumer Behavior – MKT 3130 (01) Fall 2016 Study Guide

Prepared by: Prof. Roy Philip Associate Professor of Marketing Trevecca Nazarene University Telephone: 615-248-7711 Email: [email protected] Webpage: http://rphilip.wiki.trevecca.edu/home Consumer Behavior Study Guide

Table of Contents

S. No. Content Page Number

1 Syllabus 3-13

Contact information and Course Details 3

Class Details 4

Class Policies 6

Academic Policies 7

Class Schedule and End Notes 9-13

2 Chapter 1 (Introduction to Consumer Behavior) 14

3 Chapter 2 (Segmentation, Targeting, and Positioning) 16

4 Chapter 3 (Consumer Perception) 18

5 Chapter 4 (Consumer Learning and Memory) 20

6 Chapter 6 (Motivation and Emotion) 22

7 Chapter 7 (Personality, Lifestyle, and Self-Concept) 24

8 Chapter 8 (Consumer Decision Making) 26

9 Chapter 11 (The Family and Generational Cohorts) 28

10 Chapter 13 (Social Class) 29

11 Chapter 14 (Culture and Microcultures) 30

2 Consumer Behavior Study Guide

Consumer Behavior Fall 2016 – MKT 3130 (01) Monday-Wednesday-Friday (1.00 PM – 1.50 PM in BBB 111) 1

Professor : Roy Philip

Office : Boone Business Building 140

Telephone : 248-7711

Email : [email protected]

Website : http://rphilip.wiki.trevecca.edu/home

Facebook : [email protected]

Twitter : @royaltalk68

COURSE DETAILS Course Description

The course examines the consumer decision process in a marketing context. Selected concepts from psychology, sociology, and anthropology are analyzed to develop the student’s ability to understand and predict consumer response to the marketing efforts of organizations.2

Student Learning Outcomes

Students will be able to: 1. Define the various aspects related to the complexities of the consumer decision making process as the world of consumer behavior is diverse, dynamic, deceptive, and worldwide. 2. Analyze and comprehend the impact of cultural differences, unique traditions, values, desires, and beliefs on the behavior of consumers. 3. Discuss the various theories in consumer behavior from various academic journals. 4. Restate the importance and role of ethics in the consumer behavior research.

CLASS DETAILS

Distribution of Student Learning Hours (37.5 hours x 3 credit hours = 113 hours) Session Pre-Class Hours In-Class Hours Total Hours Reading quizzes – 22 0.55 22.55 Preparation and Process Tests – Preparation and 20 2.50 22.50 Process Article Preparations 13.5 13.5 Article Presentations 5 5 Homework and 10 10 Reading for class Class Participation and 27.45 27.45 Discussion Final Examination 10 2 12 TOTAL 75.5 37.5 113 *These are recommended hours; if you find yourself needing more time to complete a particular assignment, please work accordingly. Grading

Grade Dimensions Points Percentage Reading Quizzes 100 10% Tests 150 15% Blackboard Discussion 150 15% Article Presentations 300 30% Finals (Comprehensive) 300 30% TOTAL 1000 100%

Letter grades will be assigned based on the following criteria:

970-1000 points = A+ 930-969 points = A 900-929 points = A- 870-899 points = B+ 830-869 points = B 800-829 points = B+ 770-779 points = C+ 730-769 points = C 700-729 points = C- 670-699 points = D+ 630-669 points = D 600-629 points = D- Below 600 points = F

Reading Quizzes on BLACKBOARD (100 points)

The first quiz you will take is the Syllabus quiz on Blackboard; this quiz must be completed before Monday September 5, 2016. There will be reading quizzes assigned before every chapter is taught. You are expected to read the chapter and then log on to Blackboard and take the quiz. All quizzes are timed at 150 seconds. All quizzes will work off a 24-hour format; the quiz will open exactly 24 hours before the class and close at class time. For example, when we begin a chapter on Monday at 12 PM, the quiz for that chapter will open Sunday at 12 PM and close Monday at 12 PM. If you miss any of the quizzes, you will get a “zero” on that particular quiz. However, missing online quizzes due to excused absences and emergency situations will be considered and the missed quizzes must be taken (by hand) the very next day or on a day I assign in my office. You must inform me of your absence before class (or earlier) or you will not be able to make up the missed quizzes. The quizzes will be weighted equally at 10 points.

Tests (150 points)

You will have three. The tests have to be taken on the assigned days, except in case of an excused absence or an emergency. Students who cannot take the tests because of an excused absence or emergency must take them the next day or on a day I assign; but you must inform me of the absence before class (or a day in advance) or you will receive a zero. All three tests will be equally weighted at 100 points. For the sake of academic honesty, I will require all cell phones to be placed on a separate table before the start of tests, the midterm examination, and the final examination. Also, should you arrive late for the tests and at least one student has completed the exams, you will not be allowed to take the exams. Finally, you will have ONE week from the time you receive your tests results to consult me regarding any changes to your grade; if you come to me for any changes AFTER one week, you will not receive point(s).

Blackboard Discussion (150 points)

During the semester, you will be responsible for posting your thoughts on various discussion topics that I will put up. You will need to read the article or news item and then give your informed opinion regarding the topic. You will also read and respond to at least three of your classmates’ opinions. Over the course of the semester, there will be five assignments posted for which you will post your opinions. The assignments will be equally weighted at 30 points each. The Blackboard discussion will have a time limit and here are the proposed starting and finishing times for the discussion: a. Monday September 12, 2016 – Sunday September 17, 2016 b. Monday October 3, 2016 – Sunday October 7, 2016 c. Monday October 10, 2016 – Sunday October 15, 2016 d. Monday November 7, 2016 – Sunday November 12, 2016 e. Monday November 28, 2016 – Sunday December 3, 2016

Article Presentations (300 points)

The major project for this class will be article presentations. During the semester you will learn how to analyze researched articles and then you will do the same with peer reviewed articles

5 Consumer Behavior Study Guide from academic journals such as Journal of Consumer Behavior and Journal of Consumer Management. After you receive your article, you will write a two-page summary of the article and then make your oral presentations during the last two weeks of class. More information will be given at a later date.

Final Examination (300 points)

The final exam will be comprehensive; it will include all the chapters covered in the course. For the sake of academic honesty, I will require all cell phones to be placed on a separate table before the start of the final exam. Also, should you arrive late for the finals and at least one student has completed the finals, you will not be allowed to take the finals. It is the university’s policy that no early exams be given; there will be no exceptions in this regard. Therefore, please arrange your travel schedule around the final exams. Also, the professor is under no obligation to grant late exams simply because a student has three finals in one day unless in case of an emergency or there is a disability involved.

CLASS POLICIES

Communication Policy

To make sure that there is a smooth flow of communication pertaining to this class, all students must use their Trevecca email ID. You can access your Trevecca email through this URL: http://live.trevecca.edu. In the event of a class cancellation, an email will be sent to all students on their Trevecca email.

BLACKBOARD

Please make sure you log on to Blackboard and familiarize yourself with the site. You will be responsible for taking all your online quizzes; I will not be reminding you of this in class. Please look at the schedule on pages 7-11 to know when your quizzes need to be taken. You can log on to Blackboard by going through TNU4U.com and signing in with your Trevecca username and password.

Nashville American Marketing Association (NAMA) Monthly Luncheon

During the semester we will attend the NAMA monthly luncheon held at the Hilton Garden Inn. All students are expected to attend this luncheon. There will be a student fee of $15.00, which will get you lunch, listen to a talk on marketing by an industry professional, and a time of networking with Nashville’s top marketing and sales people.

Online Chapter PowerPoint Teaching Videos

There are a few chapters in this course that are pre-recorded and put online on my website. Students are to watch the PowerPoint teaching videos, take notes, and come prepared to class for practice exercises. This way, we will have more time in class for solving problems. Chapters are marked with an asterisk in the class schedule, which are on pages 7-11.

Textbook

Hanna, N., Wozniak, R., & Hanna, M. (2011). Consumer Behavior: An Applied Approach (4th ed.). Dubuque, IA: Kendall Hunt.

ACADEMIC POLICIES Attendance Policy 3

Attendance is imperative to the understanding of the subject. The university handbook states, “If class meets 2 times per week, the student may be disenrolled on the 7th absence.” That means, if you miss more than 7 classes, you will fail the course. These 7 classes include both excused and unexcused absences. Also, attendance counts from the first day of class whether students are registered or not. Registering late is an excused absence. Please read page 59-60 of the university catalog on attendance policies. Please note that attendance will be taken at the beginning of the class; if you are not in class at that time or if you walk in late you will be marked absent.

Policy on Academic Honesty 4

Trevecca Nazarene University complies with Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, as amended by the ADA Amendments Act of 2008. Students who feel an accommodation for a disability may be needed must schedule a meeting with (online students please call) and submit documentation of the disability to the Coordinator of Disability Services, whose office is located in the Center for Leadership, Calling, and Service, Room 115. Students may also call 615-248-1463 for information or to schedule an appointment.

Academic Services (Disability) 5

Trevecca is committed to the provisions of the Rehabilitation Act of 1973 and the Americans with Disabilities Act as the University strives to be an inclusive community for students. A wide range of accommodations is available to provide access to Trevecca’s facilities, academics, and programs. Individuals seeking accommodations for any type of disability are encouraged to contact Michelle Gaertner, the coordinator of student disability services in the Center for Leadership, Calling, and Service at 248-1463 for information concerning the documentation of a disability and the procedure for implementing accommodations.

Teaching Philosophy

Teaching is my passion! I will do my best to help you comprehend the discipline of consumer behavior and its uses as applicable to your life, both in the business world and in your personal life. In my drive to help you learn, I will refer to many sources to bring information that will help you understand, learn, and apply concepts in consumer behavior. It is also my ardent desire to integrate my Christian faith within the discipline of consumer behavior so that you may learn, as I will too, how to serve Christ using the concepts learned in this class. Above all, I believe every class period we spend together is spent in the presence of God. This is an awesome responsibility for me to teach all of you and train you, and hopefully, guide you to understand God. Your

7 Consumer Behavior Study Guide responsibility will be to give your best, remembering the God who wanted you to be here in the first place. Coming to class regularly, participating in the discussion, completing assignments on time, and having a Christ-like attitude should be important to all of you.

Notice of Acceptance

You are required to sign the “Notice of Acceptance” form. By signing this form, you are agreeing to take full responsibility of your actions in relation to this class as per the university’s handbook and this syllabus.

Class Schedule 6 (subject to change)

Month Date Class Assignments

August 31 Introductory Class In Class Plan: Attendance; Devotion; Introductions; Information slip. September 2 Introduction to Consumer In Class Plan: Attendance; Devotion; Behavior Syllabus Review; Introduction to Consumer Behavior. Syllabus Quiz Syllabus Quiz 5 Chapter 1 (Introduction to Pre-Class Work: Take Reading Quiz Consumer Behavior) 1 on BLACKBOARD; In Class Plan: Devotions; Chapter 1 (Qs. 1-2). 7 Chapter 1 (Introduction to In Class Plan: Devotions; Chapter 1 Consumer Behavior) (Qs. 2-5); Homework: ‘What’s in Your Burger?’ case (on webpage/Blackboard). 9 Chapter 1 (Introduction to Pre-Class Work Prepare for Case; In Consumer Behavior) /Case Class Plan: ‘What’s in Your Burger?’ case; Special 9/11 Devotions. Blackboard Posting Week Blackboard Posting Week 12 Chapter 2* (Segmentation, Pre-Class Work: Take Reading Quiz Targeting, and Positioning) 2 on BLACKBOARD; In Class Plan: Devotions; Chapter 2 Review. 14 Chapter 2* (Segmentation, In Class Plan: Devotions; Chapter 2 Targeting, and Positioning) Review; Homework: ‘A Starbucks Lifestyle Experience’ case (on webpage/Blackboard). 16 Chapter 2* (Segmentation, Pre-Class Work Prepare for Case; In Targeting, and Class Plan: Devotions; ‘A Starbucks Positioning)/Case Lifestyle Experience’ case. Spiritual Deepening Week Spiritual Deepening Week 19 Chapter 3* (Consumer Pre-Class Work: Take Reading Quiz Perception) 3 on BLACKBOARD; In Class Plan: Devotions; Chapter 3 Review. SPIRITUAL 21 Chapter 3* (Consumer In Class Plan: Devotions; Chapter 3 DEEPENING Perception) Review; Homework: ‘A Japanese WEEK Good Housekeeping Magazine’ case (on webpage/Blackboard). 23 Chapter 3* (Consumer Pre-Class Work Prepare for Case; In Perception) Class Plan: Devotions; ‘A Japanese Good Housekeeping Magazine’ case; Test 1 Review. Test 1 Week Test 1 Week 26 Test 1 Homework: Prepare for Test 1; In (Chapters 1, 2, & 3) Class Plan: Please sit with a seat in

between and place your cell phones on the teacher’s station; Prayer; Test 1. 28 Test 1 Review In Class Plan: Devotions; Return Test 1 results; Review Test 1. 30 Online Case Class In Class Plan: An email will be sent at noon informing you of your case assignment which must be completed and emailed to me by 1 PM. Blackboard Posting Week Blackboard Posting Week October 3 Chapter 4* (Consumer Pre-Class Work: Take Reading Quiz Learning and Memory) 4 on BLACKBOARD; In Class Plan: Devotions; Chapter 4 Review; Homework: ‘We know where you are’ case (on webpage/Blackboard). 5 CBFA BOARD MEETING NO CLASS 7 Chapter 4* (Consumer Pre-Class Work: Prepare for Case; In Learning and Memory)/Case Class Plan: Devotions; Chapter 4 Review; ‘We know where you are’ case. FALL BREAK/ Blackboard FALL BREAK/ Blackboard Posting Posting Week Week 10 Fall Break Fall Break 12 Chapter 6* (Motivation and Pre-Class Work: Take Reading Quiz Emotion) 5 (Chapter 6) on BLACKBOARD; In Class Plan: Devotions; Chapter 6 review; Homework: ‘You have nothing to lose but your weight’ case (on webpage/Blackboard). 14 NO CLASS FREE MARKET CONFERENCE Spring Advising Spring Advising 17 Chapter 6* (Motivation and Pre-Class Work: Prepare for case; Emotion) In Class Plan: Devotions; Chapter 6 review; ‘You have nothing to lose but your weight’ case. 19 Chapter 7* (Personality, Pre-Class Work: Take Reading Quiz Lifestyle, and Self-Concept) 6 (Chapter 7) on BLACKBOARD; In Class Plan: Devotions; Chapter 7 review; Homework: ‘Matching the personalities of man and machine’ case (on webpage/Blackboard). 21 Chapter 7* (Personality, Pre-Class Work: Prepare for case; In Lifestyle, and Self-Concept) Class Plan: Devotions; Chapter 7 review; ‘Matching the personalities of man and machine’ case; Test 2 review.

Spring Advising/Test 2 Wk. Spring Advising/Test 2 Wk. 24 Test 2 Homework: Prepare for Test 2; In (Chapters 4, 6, & 7) Class Plan: Please sit with a seat in between and place your cell phones on the teacher’s station; Prayer; Test 2. 26 Test 2 Review/Article In Class Plan: Devotions; Return Test Assignments 2 results; Review Test 2; Article Assignments. 28 Chapter 8* (Consumer Pre-Class Work: Take Reading Quiz Decision Making) 7 (Chapter 8) on BLACKBOARD; In Class Plan: Devotions; Chapter 8 review; Homework: ‘An inquiry into college choice process’ case (on webpage/Blackboard). NAMA/Homecoming Week NAMA/Homecoming Week 31 Chapter 8* (Consumer Pre-Class Work: Prepare for case; In Decision Making) Class Plan: Devotions; Chapter 8 review; ‘An inquiry into college choice process ‘case. November 2 Chapter 11* (The Family and Pre-Class Work: Take Reading Quiz Generational Cohorts) 8 (Chapter 11) on BLACKBOARD; In Class Plan: Devotions; Chapter 11 review; Homework: ‘Club Med woos families’ case (on webpage/Blackboard). 3 NAMA Power Lunch from Pre-Class Work: Come 11 AM –1 PM professionally dressed; In Class Plan: Leave campus around 10.30 AM; return to campus around 1.15 PM. 4 Chapter 11* (The Family and Pre-Class Work: Prepare for case; In Generational Cohorts) Class Plan: Devotions; Chapter 11 review: ‘Club Med woos families’ case. Blackboard Posting/Test 3 Blackboard Posting/Test 3 7 Chapter 13* (Social Class) Pre-Class Work: Take Reading Quiz 9 (Chapter 13) on BLACKBOARD; In Class Plan: Devotions; Chapter 13 review; Homework: ‘Wal-Mart chases the affluent’ case (on webpage/Blackboard 9 Chapter 13* (Social Class) Pre-Class Work: Take Reading Quiz 9 (Chapter 13) on BLACKBOARD; In Class Plan: Devotions; Chapter 13 review; Homework: ‘Wal-Mart chases the affluent’ case (on

webpage/Blackboard 11 Test 3 Pre-Class Work: Prepare for Test 3; (Chapter 8, 11, & 13) In Class Plan: Please sit with a seat in between and place your cell phones on the teacher’s station; Prayer; Test 3. Intl. Education Week International Education Week 14 Test 3 Review In Class Plan: Devotions; Return Test 3 results; Review Test 3. 16 Chapter 14* (Culture and Pre-Class Work: Take Reading Quiz Subcultures) 10 (Chapter 14) on BLACKBOARD; In Class Plan: Devotions; Chapter 14 Review; Homework: ‘Enabling the disabled’ case (on webpage/Blackboard). 18 Chapter 14* (Culture and Pre-Class Work: Prepare for case; In Subcultures) Class Plan: Devotions; Chapter 14 review); ‘Enabling the disabled’ case. 18 BOLLYWOOD MOVIE 7 PM IN BOONE CONVOCATION NIGHT CENTER

21 ARTICLE PREPARATION ARTICLE PREPARATION 23 Thanksgiving Holiday Prepare for Presentations 25 Thanksgiving Holiday Prepare for Presentations Article Presentation/ Article Presentation/ Blackboard Blackboard Posting Posting 28 Article Presentations Homework: Prepare for Presentations; In Class Plan: Teams will present articles; hand in summary before presentation; Q&A. December 30 Article Presentations Homework: Prepare for Presentations; In Class Plan: Teams will present articles; hand in summary before presentation; Q&A. 2 Article Presentations Homework: Prepare for Presentations; In Class Plan: Teams will present articles; hand in summary before presentation; Q&A. Article Presentations Week Article Presentations Week 5 Article Presentations Homework: Prepare for Presentations; In Class Plan: Teams will present articles; hand in summary before presentation; Q&A. 7 Article Presentations Homework: Prepare for Presentations; In Class Plan: Teams will present articles; hand in summary

before presentation; Q&A. 9 Article Presentations Homework: Prepare for Presentations; In Class Plan: Teams will present articles; hand in summary before presentation; Q&A. Finals Week Finals Week 12 Final Round-up Class In Class Plan: Devotions; Final Examination review. Wednesday 14 Final Examination (Chapters 1, 2, 3, 4, 6, 7, 8, 11, 13, (12 PM – 2 PM) and 14) *Online PowerPoint Videos

End Notes:

1. TNU4U at https://tnu4u.trevecca.edu/facstaff/Pages/WebAdvisor.aspx? title=Class+Roster&pid=ST-WESTS015. 2. Trevecca Nazarene University Catalog (2016-2017) at http://trevecca.smartcatalogiq.com/en/2015-2016/University-Catalog/Courses/MKT- Marketing/3000/MKT-3130. 3. Trevecca Nazarene University Catalog (2016-2017) at http://trevecca.smartcatalogiq.com/en/2015-2016/University-Catalog/Academic- Policies/Course-Policies. 4. Trevecca Nazarene University Catalog (2016-2017) at http://trevecca.smartcatalogiq.com/en/2015-2016/University-Catalog/Academic- Policies/Student-Rights-and-Responsibilities-in-the-Academic-Area/Academic- Honesty. 5. Trevecca Nazarene University Catalog (2016-2017) at http://trevecca.smartcatalogiq.com/en/2015-2016/University-Catalog/Student- Life/Center-for-Leadership-Calling-and-Service. 6. The class schedule is subject to change at my discretion.

Chapter 1 Introduction to Consumer Behavior

1. Define Consumer Behavior.

2. What are emerging trends in consumer behavior?

3. What five areas of social sciences help us understand consumer behavior?

4. What are the patterns of movement in the Circle of Consumption?

5. Why is the study of consumer behavior very important?

Chapter 2 Segmentation, Targeting, and Positioning

1. Define Marketing concept and Market Orientation.

2. What are the various components of the Market Orientation?

3. What are the three major steps in segmenting consumer markets?

4. Define Market Segmentation.

5. What are the three basic segmentation criteria?

6. What three strategies are helpful in serving target markets?

7. Define Product Positioning.

Chapter 3 Consumer Perception

1. Define Perception

2. What are the five senses that are influenced by marketing?

3. What are the three types of sensory thresholds?

4. What are the steps in the Perceptual Process?

5. What are the perceptual judgments and their relation to marketing strategies?

6. What are the five classes of situational variables?

7. What are the components of Price Perceptions?

8. Define Interpretation.

9. What are the two kinds of interpretation?

10. What are the five types of risks that consumers experience?

Chapter 4 Consumer Learning and Memory

1. Define Learning.

2. What are the four qualifications of learning?

3. What are the different types of learning?

4. What are the various Behavioral Learning theories?

5. Define Memories.

6. What are the types of Memory?

7. Why do we forget?

Chapter 6 Motivation and Emotion

1. Define Motives and Goals.

2. Define Motivation

3. What are the two conditions for motivation to occur?

4. How are consumer motivations classified?

5. What are the elements of motivation?

6. What are four classic theories of motivation?

7. What are the components of Maslow’s hierarchy of needs theory?

8. What are three motivational conflicts?

9. Define Emotion and Mood.

Chapter 7 Personality, Lifestyle, and Self-Concept

1. Define Personality.

2. State three theories of Personality.

3. How can the study of personality traits be applied to Consumer Behavior Research?

4. Define Self-Concept.

5. What are the interactive sources of self-concept?

6. Define Self-Esteem and Self-Efficacy.

7. What are the various characteristics of Self-Concept?

8. What are the components of the dynamic self-concept model?

Chapter 8 Consumer Decision Making

1. Define Involvement.

2. What are types and characteristics of consumer involvement?

3. What is the nature of the consumer decision process?

4. How can involvement be used as a segmentation variable?

5. Define Satisfaction.

6. What are the five emotional response modes?

7. What are the consequences of satisfaction and dissatisfaction?

Chapter 11 The Family and Generational Cohorts

1. Define Family.

2. What are the three meanings of role?

3. What are the four family decision process patterns?

4. What factors influence the roles of husbands and wives in families?

5. Define Generational Marketing.

6. Define Cohort.

7. What are the various generational cohort classifications?

Chapter 13 Social Class

1. Define Social Class.

2. Define Stratification.

3. What factors obscure the recognition of social class in the United States?

4. What are the different types of social class structure in the United States?

5. What are the three methods of measuring social class?

6. What are some issues relevant to the social class structure in the United States?

Chapter 14 Culture and Microcultures

1. Define Culture

2. What are cultural values?

3. What are the various components of cultural values

4. What are the distinct categories of culture?

5. Define Cultural Rituals.

6. What are the various kinds of rituals?

7. What are the guidelines for cultural awareness?