This document provides an overview of a Consumer Buying Behavior course taught in the fall of 2008. The course is an introduction to consumer behavior taught by Professor Kevin Bradford. It will cover theories and empirical research in consumer decision-making through lectures, case studies, and assignments. Students will be evaluated based on their performance on 4 case analyses, a written position paper, an oral presentation of the position paper, and class participation. The course aims to help students understand how consumer behavior insights can be applied to marketing strategies and decisions.

1. Consumer Buying Behavior
MARK 60550-02
Fall 2008
Professor: Kevin D. Bradford
Class meeting time: Monday and Wednesday: 3:00 to 4:50 in room LO14B
Office Hours: Tuesday: 2:00 to 4:00
Office Location: LO14B Mendoza College of Business
Office Phone: 574-631-5057
Home Phone: 574-340-6931
Email: Kevin.Bradford.11@nd.edu
COURSE MATERIALS:
1. Text Book: One textbook. Available at the Notre Dame Hammes
Bookstore.
2. Notes to support Lectures: These are the responsibility of the student.
Students paying
careful attention in the class will provide ample opportunity to acquire the
necessary notes and knowledge to obtain the requisite knowledge to
achieve in the course. The lectures will support the accomplishment of
case studies, assignments, and the material to be learned.
OVERVIEW OF THE COURSE:
This course is an introduction to the fascinating field of consumer behavior.
Emphasis will be given to appreciating its scope, understanding the essentials
underlying consumer decisions, and relating such understanding to issues in
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2. marketing. This course emphasizes theory and empirical research in social
sciences. We will see how these theories and methods provide the foundation
for evaluating alternative courses of action in decisions involving product
development, pricing, advertising, market segmentation, product positioning,
as well as other marketing variables.
The course will be managed with expectations that students conduct
themselves professionally. Students will also be expected to communicate
their ideas, challenge existing thought, and contribute to topics in the class.
These expectations are for both written and oral-discussion based
assignments. Students will be challenged continuously their opinion and ideas
regarding consumer behavior topics and will be asked to succinctly and
effectively communicate their points of view in both written and oral formats.
OBJECTIVES:
The objectives of the course are:
1. To inform students of the major concepts and theories used to explain
consumer behavior and their implications for marketing and public policy
decision making.
2. To develop a comprehensive appreciation of marketing’s use of the
understanding of consumers in their business strategies.
3. To develop students’ abilities to use these concepts and theories in
developing strategies and approaches to deal with various marketing
management situations in an applied manner.
4. To assist in the development of student’s communication, creative, and
interpretation skills as it pertains to applied social and cognitive
psychological concepts, demographic concepts, and sociological concepts.
5. To comprehend the power of marketing and appreciate it as a catalyst for
social change and standards of living.
1. To gain an appreciation of the processes marketing uses to affect
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3. change.
6. To provide background for a broader consideration set for marketing
decisions to consider not only the maximization of profit for the firm but to
consider the effects of marketing decisions on all of the stakeholders.
COURSE FORMAT/CLASS CONDUCT
Instruction will be provided through a mix of business case analyses,
discussions, and lectures. The class is structured to facilitate students’ active
participation in class proceedings and case discussions. Thus, daily
preparation and completion of class and/or homework assignments is
required. Students will be expected to understand some key behavioral,
qualitative, and quantitative aspects of consumer behavior. Although the class
will engage in somewhat challenging quantitative analyses periodically, no
more than arithmetic and minimal algebra is required.
The lectures and class discussions are predicated on the required readings.
The lectures may cover particularly important aspects of marketing and may
be on topics not in the text. In addition, all assigned reading material is the
responsibility of the students. There will be ample opportunity to ask questions
in office hours to clarify or explain concepts not covered in the lecture or in the
case analyses. So that you will receive maximum benefit from this course, it is
expected that all material will be read prior to class for which it is assigned.
EVALUATION
There are thirteen classes in this semester plus a final examination period.
During this time you will be evaluated in the following manner.
Course component Number % of grade
Business Case Analyses Four 40
Position Paper: written One 25
Position Paper: oral One 15
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4. Class participation, preparation, and All 20
attitude semeste
r
Total 100%
COURSE COMPONENTS
Case Analyses. Cases analyses deal with topic areas that provoke discussion and
relate to important topics in consumer behavior. Cases studies are relevant
and the discussions prove to be insightful. There will be four case studies
assigned. Directions for these assignments are in the attachment along with
the questions for the assignment. The case studies are group assignments.
Case study assignments
Position paper Assignments. The position paper assignment is designed expose
students to fundamental consumer behavior concepts and to challenge
students to articulate how theoretical knowledge can be used to describe
current marketing issues and problems. The assignment is to read the related
material for understanding, answer the accompanying discussion questions in
a report format to be handed in and then to be presented on the last two days
of class. These position papers are to be written in a complete but concise
manner and to be clearly communicated. Students should focus on both the
written and oral communication of the position paper in that they will be graded
separately. The position papers will be evaluated on completeness of answer,
clarity of thought, insightful contribution, pushing the knowledge beyond the
required reading versus reporting the facts, and uniqueness of the
contribution. The oral presentation will be evaluated on the bases of
completeness, how informed the presentation is, clarity, and the ability to
answer “the question(s)” that the professor will pose to you relating to your
topic. This is a group assignment. The key here is: While learning, teach the class.
Class participation, preparation, and attitude. Active participation in the class is an
essential part of the learning experience. Meaningful participation includes
careful preparation for class by reading the text, preparing written
assignments or discussion questions as well as making a contribution to our
class discussion.
The class is designed to reward the student that professionally participates.
That means those who attend class, arrive on time, and are prepared to
participate in meaningful dialogue about assigned consumer behavior topics.
Absences will be noted and will affect your grade in accordance with the
grading policies of the University of Notre Dame. Tardiness and absence will
directly affect the participation portion of your grade.
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5. Oftentimes, professors can detect whether a student positively affects a class
by his or her attitude toward the class. Students can positively affect their
grades by demonstrating a positive, helpful, professional, and respectful
attitude in class. On the other hand, students that disrupt and present a
perceivable negative effect on the class by his or her behaviors or attitudes
can expect their grades to be negatively affected.
GRADING SCALE
Grades will be assigned using the +/- system. The following is the grading
scale for this course:
Letter Grade Score
A 97-100
A 94-96
A- 90-93
B+ 87-89
B 84-86
B- 80-83
C+ 77-79
C 74-76
C- 70-73
D+ 67-69
D 64-66
D- 60-63
F Below 60
SPECIAL ACCOMMODATIONS
If you have any condition, such as a physical or learning disability, which will
make it difficult for you to carry out the work as we have outlined it or which
will require academic accommodations, please notify me during the first
meeting of the course and I will strive to accommodate you.
OTHER COURSE POLICIES
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6. 1. It is expected that all assigned materials have been read prior to class.
You will be asked to answer questions, give examples, and explain items
covered in the reading assignments.
2. On occasion, additional material will be assigned and/or distributed in
class.
3. Computers are not to be used or cell phones are not to ring in the class.
4. Only those students enrolled in this class are allowed to attend unless
arrangements are made with the instructor.
5. Important course announcements (e.g., changes in the syllabus, etc.) and
various suggestions and hints will be posted to a list serve created from
your e-mail address, so please make sure we have your correct address.
Please check your e-mail regularly.
6. No late work will be accepted. If you know you must miss a class, you
may always turn an assignment in early.
7. All assignments must be typed and placed on hard copies unless
otherwise specified.
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7. COURSE DETAIL
Fall 2008
Date Class preparation Topics
M, • Syllabus
10/27 • Definition of consumer behavior
• How the study of consumer behavior is
used
• Introduction to the course
W, Marketing and the Job of the Marketing Manager; Chapter 1, • Role of the marketing manager
10/29 page 1; by Winer, Russel S. • The marketing concept
• The importance of being customer
focused
• Types of demand
o Types of marketing
• Why Study Consumer Behavior
• How marketing is changing
• Introduction to Segmenting, Targeting,
and Positioning
• Segmentation process
• Importance of segmentation
• How segmentation is used
M, 11/3 Identifying Market Segments and Targets; Chapter 2, page 35; • Value-based segmentation criteria
By Kotler and Keller. • Behavioral criteria for segmentation
• Profile-based segmentation
• Requirements for Effective Segmentation
Consumers’ Rule; Chapter 3, page 70; By Solomon, • Evaluating Market Segments
Michael R. • Target Marketing Strategies
• Choosing a Target-Marketing Strategy
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8. W, 11/5 Customer Intimacy and other Value Disciplines. By Michael • Consumer behavior is a process
Treacy and Fred Wiersema; (1992) Harvard Business • Consumers use products to help them
Review article; Product number: 93107. January 01, define their identities
1993 • The internet and consumer behavior
• Consumer activities can be harmful to
Perception; Chapter 4, page 109; By Solomon, Michael R. individuals
• How to study consumer behavior
M,11/10 INDUSTRY EXECUTIVE; Richard Yoo; McDonald’s • Three stage process of perception
• Products and commercials don’t always
affect us.
CASE ASSIGNMENT Due, page 445: Webvan: Groceries on
the Internet; ; Harvard Business review case study; By
Bakshi and Deighton
W,11/12 Attitudes; Chapter 5, page 147; By Solomon, Michael R. • Subliminal advertising
• Interpretation of marketing stimuli
Discussion of case assignment: Webvan: Groceries on the • Semiotics and symbols
• Why attitudes are so important for
Internet; ; Harvard Business review case study; By consumer researchers
Bakshi and Deighton • How attitudes are formed
Individual Decision Making; Chapter 6, page 181; Solomon,
Michael R.
M, Attitudes continued; Chapter 5, page 147; By Solomon, • Motivation to maintain consistency among
11/17 Michael R. all components of attitudes.
• Measuring attitudes
Individual Decision Making continued; Chapter 6, page 181;
Solomon, Michael R.
CASE ASSIGNMEMT: Coca-Cola’s New Vending Machine: Pricing
to Capture Value or Not?; page 402; Harvard Business
review case study; By King and Naryandas
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9. W, Industry Executive; Tamara Prather; Kraft • Decision making processes
11/19 • Stages in decision making
• Rationality and decision making
• Decision rules
• Heuristics
M, Individual Decision Making continued; Chapter 6, page 181; • Special topic: Problem Recognition and
11/24 Solomon, Michael R. Information Search
Income and Social Class; Chapter 7, 221; By Solomon,
Michael R.
WRITTEN ASSIGNMENT: Vermont Teddy Bear Company: Calyx &
Corolla; By Alexander Chernev; Harvard Business
review case study; Source: Kellogg School of
Management; August 10, 2005
W, Ethnic, Racial, and Religious Subcultures; Chapter 8, page 255; • Purposeful consumption
11/26 By Solomon, Michael R. • Personal and social conditions effects on
decision making
Age Subcultures; Chapter 9, page 285; By Solomon, • Ethnic, racial and religious subcultures
affect consumption
Michael R. • Three largest racial/ethnic subcultures in
the US
• Marketing appeals to ethnic and racial
identity
M,12/1 WRITTEN ASSIGNMENT: Li Ning Anything is Possible; (2007); • Ethnic, racial and religious subcultures
Harvard Business School Case Study: February 26, affect consumption
2007 • Three largest racial/ethnic subcultures in
the US
Motivation and Values; Chapter 10, page 315; By Solomon, • Marketing appeals to ethnic and racial
identity
Michael R. • Age Cohorts
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10. • Teens
Learning and Memory; Chapter 11, page 355; By Solomon, • Baby boomers
Michael R. • Seniors increasing importance
• Socially Responsible Targeting and
Positioning: Children, Women, and Elderly
• Involvement and consumer decision
making
• Cultural values
• Values affect on consumption
• Conditional Learning
• Operant learning
• How memory systems work
W, 12/3 Presentations of Position papers
M,12/8 Presentations of Position papers
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