Consumer Behavior s1

Consumer behavior

Doctoral seminar - June 2014

Seminar Instructors:

Domen Bajde Associate professor, Department of Marketing & Management, University of Southern Denmark

Daniel J. Flint Professor of Marketing, University of Tennessee

Tomaž Kolar (seminar coordinator: [email protected]) Associate professor, Faculty of Economics, University of Ljubljana

Syllabus outline

Seminar orientation: Exploring your (consumer) research self, going backstage to the field’s traditions & paradigms, building theory and getting published.

Seminar objectives  Provide an overview of consumer behavior research paradigms and propose a provisional framework that will help students to position particular research approaches (their own approach in particular) across the range of available epistemological positions.

 Encourage critical reflection regarding the strengths and limitations of diverse paradigms and their (in)compatibility; Encourage students to reflect upon and clarify their own epistemic standpoint(s).  Systematically and reflexively engage with the canon of classics within chosen paradigms and illustrate the application of diverse consumer research paradigms and theories in the context of particular research themes and methods.  Extend the student’s competences in conducting state of the art literature review in and identify opportunities for theory advancement in the field of consumer studies  Broaden the students’ knowledge and competence of research design and publication in consumer research and marketing journals.

Learning methods & evaluation*

The course will consist of multiple sessions, each combining short introductory lectures with in-depth discussions and workshops based on pre-assigned readings. During seminar students will be engaged in various roles and perform various assignments. They will review and present articles, comment article reviews and research papers from their colleagues and also create their own short manuscript relevant to consumer research field. This final paper will review, appraise and extend theory about some aspect of consumer behaviour and provide specific suggestions for future empirical research (while students are not expected to collect data). Partaking in the course necessitates timely reading and theoretical and methodical reflection on assigned readings (written assignments) as well as active communication during class sessions (presentations and discussions).

Student evaluation will consist of final research paper for chosen problem/topic (50%), evaluation of written assignments (30%) and in-class participation (10%). Detailed instructions for these assignments and assigned papers for review will be provided to students soon after their enrolment into seminar. Seminar is based on active participation of students (article presentations, comprehensive feedback to pre-assigned colleague reviews and final papers). Because of that is it essential that students organize their time accordingly in order that they will be able to fulfil required obligations.

Seminar schedule:

I. Domen Bajde: June 5th and 6th (16:00 – 19:00) (Socio-cultural paradigms – Interpretivism & Consumer culture theory)

II. Daniel J. Flint: June 9th and 10th (16:00 – 19:00) (Consumer Behavior Theory Building, Programs of Research & Publishing*)

III. Tomaž Kolar: June 18th and 19th (16:00 – 19:00) (Psychological paradigms – Cognitivism & Behaviorism)

* - Please see the details for part of professor Flint at the end of the syllabus Literature (Essential readings – preliminary list)

(Bajde) Cova, Bernard and Veronique Cova (2002), “Tribal Marketing : The Tribalization of Society and Its Impact on the Conduct of Marketing,” European Journal of Marketing, 36 (5/6), 595-620.

Hirschman, Elizabeth C. (1985) Scientific Style and the Conduct of Consumer Research Journal of Consumer Research, 12(2): 225-239.

Holt, Douglas B. and Craig J. Thompson (2004), “Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption”, Journal of Consumer Research, vol. 31 (2), 425-440.

Hudson, Laurel Anderson and Julie L. Ozanne (1988). Alternative Ways of Seeking Knowledge in Consumer Research. Journal of Consumer Research, 14 (March): 508-521.

Marsden, David and Dale Littler (2010). Positioning Alternative Perspectives of Consumer Behaviour. Journal of Marketing Management, 14 (1-3): 3-28.

McCracken, Grant (1986) Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, Journal of Consumer Research, 13, (June): 71-84.

Østergaard, Per and Christian Jantzen (2000). Shifting perspectives in consumer research: from buyer behaviour to consumption studies. In: Beckmann, S. and R. Elliott (eds.) Interpretive consumer research. Paradigms, methodologies and applications. Copenhagen: Copenhagen Business School Press. Pp 9-24.

(Kolar) Deborah J. MacInnis and Valerie S. Folkes (2010). The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. Journal of Consumer Research 36 (6), 899-914

Itamar Simonson, Ziv Carmon, Ravi Dhar, Aimee Drolet and Stephen M. Nowlis (2001) Consumer Research: In Search of Identity. Annu. Rev. Psychol. 52: 249–75.

James R. Bettman and C. Whan Park (1980). Effects of Prior Knowledge and Experience and Phase of the Choice Process on ConsumerDecision Processes: A Protocol Analysis, Journal of Consumer Research, Vol. 7, No. 3 (Dec., 1980), pp. 234-248

Richard E. Petty, John T. Cacioppo and David Schumann (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, Vol. 10, No. 2 (Sep., 1983), pp. 135-146

Joan Meyers-Levy and Alice M. (1989). Tybout: Schema Congruity as a Basis for Product Evaluation. Journal of Consumer Research, Vol. 16, No. 1 (Jun., 1989), pp. 39-54

Irwin P. Levin and Gary J. Gaeth (1988). How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product. Journal of Consumer Research, Vol. 15, No. 3 (Dec., 1988), pp. 374-378 Ziv Carmon and Dan Ariely (2000). Focusing on the Forgone: How Value Can Appear So Different to Buyers and Sellers. Journal of Consumer Research, Vol. 27, No. 3 (December 2000), pp. 360-370

Leonard Lee, Shane Frederick and Dan Ariely (2006). Try It, You'll like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer. Psychological Science, Vol. 17, No. 12 (Dec., 2006), pp. 1054-1058

Carolyn Yoon, Angela H. Gutchess, Fred Feinberg, and Thad A. Polk (2006). A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments. Journal of Consumer Research, Vol. 33, No. 1 (June 2006), pp. 31-40

Dr. Flint’s PhD seminar 2014 University of Ljubljana

Consumer Behavior Theory Building, Programs of Research & Publishing

Dr. Daniel J. Flint, Regal Entertainment Group professor of Business Department of Marketing & Supply Chain Management University of Tennessee, Knoxville, TN 37996 [email protected]

Overview This module is comprised of content that covers theory building in consumer behavior, insights to my personal programs of research and insights to getting ones’ work published. This content is spread over two days, currently scheduled for Jun 9 & 10.

Learning Objectives As a result of participating in Day 1, students ought to be able to:  Understand and explain various sub-fields of consumer behavior research  Understand and explain at a basic level nine (9) philosophies of science pertaining to marketing research  Understand and explain various methods for theory building  Know the benefits, key components of and limitations of at least three inductive theory- building traditions (phenomenology, grounded theory, ethnography) and some details about others.  Be able to identify and differentiate high quality theory building research as compared to less rigorous attempts.

As a result of participating in Day 2, students ought to be able to:  Have a deeper understanding of Dr. Flint’s and related work as it relates to (a) customer value/proactive customer orientations, (b) shopper marketing, (c) wine industry marketing, (d) service dominant logic, and (e) logistics innovation  Feel more comfortable with the publication processes for getting published at various levels within the U.S. journal and conference systems Approach The two days will be discussion-based and demand significant interaction with and among students. Readings are provided in order to level-set the class (ensure that everyone is at a somewhat equivalent starting point). Various exercises will be employed to “practice” certain skills and concepts such as several inductive research data collection and analysis techniques and article critiques.

Students should arrive to Day 1 with a well-thought out research area of interest. Ideally this will be a dissertation-level focal topic or current research project in which additional theory building is desired/needed. This phenomenon does not necessarily need to be consumer behavior in nature, but it would help. Each student will be asked to articulate this phenomenon and then will “work with it” through the two days to apply some of the concepts and more fully put these concepts into perspective.

Each student should come equipped with:

 Having read the pre-assigned readings  A phenomenon of interest description  A laptop or pad of paper and writing instrument  Her/his brain  An upbeat and excited attitude about this amazing profession we are in

Assessment Students will be evaluated according to the following criteria:

 (30%) Extent of participation in the discussions  (30%) Quality of contributions to the discussions  (40%) A written document submitted one week after the class sessions end summarizing concepts discussed with as many as possible directly linked to the research phenomenon the student presented at the beginning of the two days.

Guidelines for each deliverable/graded assessment will be provided to students at the beginning of Day 1.

Pre-Readings (provided)

Read for Day 1  Philosophy of Science Figure  Qualitative Research Methods PhD Seminar Syllabus, University of Tennessee  Flint CV  Hirschman, Elizabeth C. (1986), “Humanistic Inquiry in Marketing Research: Philosophy, Method, and Criteria,” Journal of Marketing Research 23 (August), 237-249.  Arnould, Eric J. and Craig Thompson (2005), “Consumer Culture Theory (CCT): Twenty years of Research,” Journal of Consumer Research, 31 (March), 868-882.  Glaser, Barney G. (1998), “The Roots of Grounded Theory,” Doing Grounded Theory: Issues and Discussions. Mill Valley, CA: Sociology Press, 21-34.  Thompson, Craig J., William B. Locander, and Howard R. Pollio (1990), “The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women,” Journal of Consumer Research 17 (December), 346-361. (Phenomenology)  Celsi, Richard L., Randall L. Rose, and Thomas W. Leigh (1993), “An Exploration of High-Risk Leisure Consumption through Skydiving,” Journal of Consumer Research 20 (June), 1-23  Schouten, John W. (1991), “Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction,” Journal of Consumer Research 17 (March), 412-425.  McAlexander, James H., John W. Schouten, and Harold F. Koenig (2002), “Building Brand Community,” Journal of Marketing 66 (January), 38-54. (Mixed qualitative and quantitative methods)

Read for Day 2  Flint, Daniel J. (2006), “Innovation, Symbolic Interaction, and Customer Valuing: Thoughts Stemming from a Service-Dominant Logic of Marketing,” Marketing Theory, 6(3), 349-362  Blocker, Christopher P., Mark Houston, and Daniel J. Flint (2012) “Unpacking what a ‘relationship’ means to commercial buyers: How the relationship metaphor creates tension and obscures experience,” forthcoming in Journal of Consumer Research  Flint, Daniel J., Robert B. Woodruff, & Sarah Fisher Gardial (2002), “Exploring the Phenomenon of Customers’ Desired Value Change in a Business to Business Context,” Journal of Marketing 66 (October), 102-117.  Blocker, Christopher P., Daniel J. Flint, Mathew Myers, and Stanley Slater (2011) “The Role of Proactive Customer Orientation in Global Markets,” Journal of the Academy of Marketing Science, Vol. 39 (2), 216-233.  Draft Book Chapters: o Shopper Marketing Overview o Who is the Shopper Anyway