This document provides information about a summer online consumer behavior course taught by Dr. Mathur. Key details include: 1. The course examines theories and concepts of consumer behavior from both domestic and international perspectives. Topics include segmentation, perception, motivation, and decision making. 2. Students are expected to achieve objectives like understanding influences on consumer behavior from fields like psychology and economics. 3. Requirements include written assignments, online participation, and a final exam. Assignments involve analyzing personal purchases, advertisements, and observing consumer behavior. 4. The course runs from June 26th to July 23rd. Students must complete online modules and discussions to access the final exam. Academic honesty is strictly enforced.

1. ”Educating for Personal and Professional Achievement”
Department of Marketing & International Business
MKT124-DL -- Consumer Behavior -- Summer II 2014 DL
(CRN: 70274)
Class: Distance Learning
Instructor's Name: Dr. Mathur Dept. Office: 222 Weller Hall
Phone: (516) 463-5346 Dept. Tel #: (516) 463-5706
Office Location: 222 Weller Hall Fax #: (516) 463-4834
E-mail address: Anil.Mathur@hofstra.edu Chairperson: Dr. Anil Mathur
Note: A Marketing Knowledge Base is available in your Blackboard account. The knowledge base
provides definitions and examples for 75 key concepts in marketing. You are strongly encouraged to
review this material. Just click on the link at Blackboard.
Department Blog: http://hofstramarketing.wordpress.com
Department LinkedIn Group: www.linkedin.com/groups?gid=3875922&trk=hb_side_g
Department at Facebook: www.facebook.com (Hofstra University Department of Marketing)
COURSE DESCRIPTION: An examination and analysis of the theories and concepts that contribute to successful
domestic and international marketing approaches. Explores consumer issues concerning the acquisition,
consumption, and disposition of goods, services, and ideas both domestically and from cross-cultural perspective.
Topics include segmentation, perception, motivation, and decision making. Examines ethical practices on behalf of
business and consumers. (Formerly Behavioral Science in Marketing).
PREREQUISITE: MKT 101, 58 credits and above.
COURSE OBJECTIVES:
It is expected that each student will achieve the following objectives during the course:
1. Understanding of the major insights of anthropology, sociology, psychology, and economics in the
process of buyer and consumption use behavior.
2. Understanding of the relationship between consumer/buyer behavior and business strategy,
planning and operations.
3. Understanding some of the important theoretical constructs of consumer behavior, such as market
segmentation and how they can be utilized to increase understanding of diversity and consumer
purchase behavior.
4. Understanding how consumers make product decisions with the emphasis on diffusion of
innovation.
5. Understanding of ethical practices on behalf of Business and Consumers.
REQUIRED TEXT: Leon Schiffman and Joseph Wisenblit, Consumer Behavior (11th edition), Pearsons.
(ISBN 10: 0-13-254436-9)

2. TERM REQUIREMENTSMETHODS OF ASSESSMENT:
1. Final Exam 100 points
2. Written assignments 200 points
3. On-line participation and discussion 100 points
------------------
Total 400 points
GRADING
Your final grade for the course will be based on the aggregate score (out of 400 points) as detailed
below:
Total points earned Final Grade
376 - 400 A
360 - 375 A-
348 - 359 B+
336 - 347 B
320 - 335 B-
308 - 319 C+
296 - 307 C
280 - 295 C-
268 - 279 D+
256 - 267 D
1 - 255 F
IMPORTANT DATES
June 26, 2014 – classes begin
July 01, 2014 - Assignment 1 due
July 07, 2014 - Assignment 2 due
July 14, 2014 - Assignment 3 due
July 21, 2014 - Assignment 4 due
July 23, 2014 – Final Exam
On-line participation and course progress
You are to follow the course progress on a timely basis. During the session expected to read assigned
chapters and contribute to the discussion on the Blackboard. I will monitor your progress and
participation regularly.
Written Assignments
The objective of these assignments is to give you an opportunity to apply the concepts learned in the
course to better understand consumer behavior in a fun and exciting way. All assignments have to be
submitted on Turnitin. Late submission will be penalized at the rate of one point per day (per submission).
Your papers have to be submitted electronically by following the links for appropriate assignment.
Additional things you should know about submitting papers to Turnitin
1. Make sure you have not installed any pop-up blocker on your computer. If you have any, disable it
before attempting to submit your paper on the Turnitin website.

3. 2. Turnitin website will automatically give me the date (and time) on which you submit your paper.
Also, it will stop accepting papers after the deadline. The site gets very busy (and slow) toward the
end of the semester when millions of students all over the country submit their papers. In other
words, if you are submitting your paper at the last moment to beat the deadline and the system is
slow, you may miss the deadline.
3. Turnitin has a unique system of comparing all submissions to previously submitted papers and
other published material in their extensive database. Their system provides a report to the
instructor that shows the extent to which any paper is copied from other sources. I will use this
report to identify instances of plagiarism, if any. Anyone found to have plagiarized will have to
face penalties according to Hofstra policies.
Assignment # 1 (Personal purchase)
1. Choose two goods or services that your family has purchased in the recent past – one costing less
than $25 and the other costing more than $200.
2. For each purchase, explain your/your family’s decision-making process. In this paper you must
discuss the reasons for your purchase, alternatives considered by you, your criteria for selecting
the item you selected, what information you collected and which alternative you selected and why.
Be prepared to discuss your experiences on the discussion board. Your grade will depend upon
how well you describe each decision.
3. This assignment is worth 20 points
4. Suggested length 1,000 words. Due date: July 01, 2014.
Assignment #2 (Segmentation)
Collect five (5) print advertisements from five different publications. If you do not have any magazine
of your own, you can make copies from your local library. For each advertisement prepare a short write-
up explaining the following:
1. Name of the publication
2. Date of publication
3. Product advertised
4. Brief outline describing the content of the advertisement
5. Attempt to identify the target audience the company is trying to reach. Explain why you think that
way. Discuss the extent to which the company has been able to succeed in communicating with its
target audience. In trying to do this analysis you may examine the contents of the ad (text and
graphics) as well as the media used. If you do some research on the publication itself you can find
out about its readers' profile. This profile can help you identify target audience for the ad.
6. Scan or photograph the ad and attach this to your write-up.
7. Be prepared to discuss your write-up on the discussion board. I may share your write-
up/advertisement with your class for discussion.
8. This assignment is worth 60 points
9. Suggested length 1,500 words. Due date: July 07, 2014.
Assignment # 3 (Cross-cultural consumer behavior)
1. Interview at least two individuals that belong to two different cultures from yours. Look for
individuals from different cultures and not from two different subcultures. During the interview,
focus on any specific area of consumer behavior that is strongly influenced by culture, such as gift
giving behavior or celebrations and rituals associated with certain events (e.g., marriage,
birthdays, and religious functions). Write a comparative analysis of your own culture and that of
the other cultures that you investigated. Discuss the similarities as well as differences.
2. This assignment is worth 60 points

4. 3. Suggested length 1,500 words. Due date: July 14, 2014.
Assignment # 4 (Observation)
Visit a store or a shopping mall. During the visit, carefully observe other shoppers (specific individuals).
Make a mental note of their behavior (how much time they spend in the store, how they select what to
buy, how many items do they examine, how do they make their purchase, etc.). Also, make a note of
simple demographic information (e.g., approximate age, gender, race, estimated socio-economic status,
etc.). Make a note of other people they are shopping with (alone, with others) and guess their relationship
with other members (family members, friends, etc).
After making this observation, prepare a written description of your field observation of consumer
behavior. Relate you observations to the concepts we have discussed in the class. In your write-up you
may include the following:
1. Demographic profile of the subject (s): Make educated guesses/judgments about gender, age,
ethnicity, and possible relationship among group members (if you observed more than one
member).
2. Based on how subjects are dressed or the accessories they carry (stores they visit) make judgments
about their profession/income/education
3. Although it is not necessary, if you can over hear note the language in which they speak and what
they are saying.
4. Discuss their shopping and decision making process. This may include how/what they were
searching, reviewing, information gathering, comparing and evaluating alternatives, selecting and
finally buying. It is not necessary that the person you observed ends up buying something. Even if
the process does not end in a purchase, your observation will still be valid.
5. Your grade will depend upon the clarity of expression and your analysis of the subjects’ behavior.
6. This assignment is worth 60 points.
7. Suggested length 1,500 words. Due date: July 21, 2014.
FINAL EXAM
For this semester you will have one final exam (worth 100 points).
1. Your final exam is an open book open notes exam. Although you can look at your book and/or
notes, your answers must be your own. Any copying from notes or book (or any other source) is
not acceptable.
2. You will have a 24-hour window to complete the exam. This 24-hour final exam window will
open at 10:00 am (Eastern Standard Time) on July 23, 2014, and will close the next day sharply at
10:00 am. However, once you start the exam you will have two hours to complete the exam in a
single session. If you spend too much time referring to the notes/books during your two-hour
exam window, you will not have enough time to write your answers.
3. You cannot do half the exam and come back later to do the other half. It has to be completed in a
single session.
4. Remember to save your responses regularly.
5. It is important that you complete all modules before the final exam. You will not be able to access
the final exam before completing all modules in the course.
6. Format of the final exam: The final exam has six essay type questions. You will have to answer
any five out of the five. Try to answer complete questions. Incomplete answers will receive partial
credit (based on how well you answer).
7. Your responses to questions must be your own. Any copying from any other sources is not
acceptable.

5. 8. Your responses will be submitted to Turnitin.com (I will do it on my end). Any evidence of
copying will be considered an act of academic dishonesty.
9. When you complete all modules you will see a link below to start the exam. When you are ready
to start the exam click on the link and it will take you to the final exam screen. Once you open the
exam you will have two hours to complete it.
10. When you take the exam, try to use Firefox browser. If you have a hardwired network connection
it will be better. If you have a wireless connection, try to stay at the same location.
On-line participation and discussion
On-line participation and discussion represent important aspects of the course and your evaluation. I
expect you to participate in all discussions. Your comments should be comprehensive, logical, and relate
to the topic. As you know, 25% of your grade in this course will depend upon your participation. On the
discussion board you will find discussion threads for various topics. For certain topics I have asked you
specific questions and subsequent modules may not open up unless you have responded on the discussion
board. Your postings on the discussion board should be what we can call a “Scholarly Post.”
To start, here's a working definition of a Scholarly Post for the Discussion Board:
Scholarly posts should have:
 Quality of Thinking: Develop, support, and convey clear, focused, and substantive ideas in ways
appropriate to topic, context, audience, and purpose.
 Organization and Coherence: Organize writing in clear, coherent sequences, making connections
and transitions among ideas, paragraphs, and sentences.
 Sentence Structure and Word Choice: Use and vary sentence structures and word choices to
achieve clear and fluent writing.
 Editing: Edit for correct spelling, grammar, punctuation, capitalization, paragraph structure,
sentence construction, formatting, and, when appropriate, citations.
 Use of Researched Information: Use, integrate, and cite researched information and evidence.
 Reflection: If appropriate, evaluate and articulate one's own point of view supported by research
and logic.
If you have general comments you can comment in the general comments area of the discussion board.
However, if you have a personal question, feel free to email me.
OTHER ON-LINE RESOURCES
A. Since this is an on-line class all course-related material will be available on Hofstra Blackboard. You
can access the material any time from any computer.
B. In addition, all course-related announcements will be posted on the Blackboard site for the course.
C. All suggested reading articles are available on the web.
D. Go to the Hofstra University Library information page to get more information about on-line resources

6. available to you.
UNIVERSITY POLICY ON ACADEMIC HONESTY:
The following statement of principles is excerpted from the University’s Faculty Policy Series #11,
“Procedure for Handling Violations of Academic Honesty by Undergraduate Students at Hofstra
University.” The complete policy, including a partial list of violations, procedures for handling violations,
and the right of appeal, can be found in the Guide to Pride.
Hofstra University places high value upon educating students about academic honesty. At the same time,
the University will not tolerate dishonesty, and it will not offer the privileges of the community to the
repeat offender.
The academic community assumes that work of any kind - whether a research paper, a critical essay, a
homework assignment, a test or quiz, a computer program, or a creative assignment in any medium - is
done, entirely and without assistance, by and only for the individual(s) whose name(s) it bears. If joint
projects are assigned, then the work is expected to be wholly the work of those whose names it bears. If
the work contains facts, ideas, opinions, discoveries, words, statistics, illustrations, or other elements in
any media form (including electronic) that are beyond the assumption of being common knowledge, these
must be fully and appropriately acknowledged, following a prescribed format for doing so. They may be
acknowledged through footnotes, endnotes, citations, or whatever other means of accreditation is
acceptable according to the format prescribed in that particular field of study.
Students bear the ultimate responsibility for implementing the principles of academic honesty. Students
must understand that it is not enough to identify the source of quoted material; it is also necessary to
indicate when one is paraphrasing (restating in other words) material found in a source. Thus, the use of
other’s ideas as well as their words needs to be acknowledged.
SCHOOL OF BUSINESS POLICY ON MAKEUP EXAMINATIONS:
To be eligible for a makeup exam, a student must submit to the instructor written documentation of the
reason for missing a scheduled examination due to medical problems or death of an immediate family
member. The instructor (not the student) determines whether and when a makeup is to be given. If a
makeup examination is to be given, the instructor will determine the type of exam. If the student misses
(for any reason) the scheduled makeup examination, additional makeups are not permissible.
POLICY ON INCOMPLETE GRADES:
When requested by the student, the instructor may grant, at her/his discretion, a grade of Incomplete (‘I’).
An ‘I’ grade should be given only when unforeseen circumstances prevent the student from completing
course work on time. As part of the normal final-grade process, the instructor must submit an ‘I’ grade on-
line to the Office of Academic Records with a default grade, the grade the student will receive if the
missing work is not completed. The default final grade must be a letter grade other than UW. In unusual
circumstances, the faculty member may submit an ‘I’ grade without prior discussion with the student. The
instructor will decide the time frame in which the student will complete the required course work.
However, the deadline may not exceed the last day of the next full semester following the granting of an
‘I’ grade.* In cases where lab work is required or the student is working on an Independent Study,
additional time may be granted. A student will not be allowed to attend the regular class meetings at the
next offering of the course. The instructor will inform the student of the completion requirements and
terms.

7. The instructor is required to submit a grade for the student within 30 days after the student has submitted
work to fulfill the terms specified. If the instructor cannot oversee the completion of the incomplete work
with the student, the instructor will arrange for oversight within the department with the Dean’s
permission. If the incomplete work is not completed by the deadline, the ‘I’ grade will convert to the
default grade previously submitted by the instructor.
* Students cannot graduate with any ‘I’ grade (received fall 2008 or later) on their records. Candidates for
graduation requesting an ‘I’ grade will graduate at the first graduation date available (January, May,
August, or December) after completion of the work. If work is not completed and the ‘I’ grade turns into
an ‘F,” it may prevent graduation. A student may request, from the Office of Academic Records, the
default grade to replace the ‘I’ grade prior to the set deadline to ensure timely graduation.
UNIVERSITY POLICY ON DISABILITY:
If you believe you need accommodations for a disability, please contact Services for Students with
Disabilities (SSD). In accordance with Section 504 of the Rehabilitation Act of 1973 and the Americans
with Disabilities Act of 1990, qualified individuals with disabilities will not be discriminated against in
any programs, or services available at Hofstra University. Individuals with disabilities are entitled to
accommodations designed to facilitate full access to all programs and services. SSD is responsible for
coordinating disability-related accommodations and will provide students with documented disabilities
accommodation letters, as appropriate. Since accommodations may require early planning and are not
retroactive, please contact SSD as soon as possible. All students are responsible for providing
accommodation letters to each instructor and for discussing with him or her the specific accommodations
needed and how they can be best implemented in each course. For more information on services provided
by the university and for submission of documentation, please contact the Services for Students with
Disabilities, 212 Memorial Hall, 516-463-7075.
PROCEDURES RELATING TO UNDERGRADUATE ADVISEMENT/REGISTRATION:
In the event that students have questions or problems relating to academic issues, they should seek out the
major advisor they were assigned. Business majors can find out who their assigned advisors are in the
departmental offices on the second floor of Weller Hall). However, if that advisor’s office hours are
during classes or work you can also get help from other departmental advisors.
Extra credit Bonus Assignments
You have an opportunity to earn extra points by submitting extra credit bonus assignments. For each
assignment you submit you can earn up to 5 bonus points. These points will be added to your total for
final grade calculation. For each extra credit assignment you have to prepare a short write-up (800 – 1000
words). You can submit a maximum of three such write-ups. These write-ups have to be submitted on
Turnitin by following appropriate links by the due date. Late submission of these assignments is not
acceptable.
1. Marketing application of consumer motivation (give examples). Due Date: July 10, 2014.
2. Marketing applications of consumer learning (why people buy what they buy) (give examples).
Due date: July 17, 2014.
3. Consumer decision making template exercise. Due date: July 22, 2014.

8. TOPICS/READING ASSIGNMENTS
Topics and related reading assignments are noted below. The text readings are required and designated as
EB. The suggested readings are for your information.
Topics and related reading assignments are listed below.
DATE MAIN TOPIC
Welcome and Class Introductions
June 26 Module 1: Introduction to Consumer Behavior (SW-1)
Readings Verity, J. "The Information Revolution; How Digital Technology is Changing the Way We
Work and Play." Business Week, May 18, 1994, pp. 10-15.
Adams, R.J.; Jennings, K.M. "Media Advocacy: A Case Study of Philip Sokolof's
Cholesterol Awareness Campaigns," The Journal of Consumer Affairs, Madison; Summer
1993; Vol. 27 (1); pp. 145-166.
Huber, Peter. “$3 Gas? We'll Shrug It Off.” Forbes, 5/9/2005, Vol. 175 Issue 10, p100, 1p.
June 30 Module 2: Segmentation (SW-2)
Readings Zinn, L. "Teens: Here Comes the Biggest Wave Yet." Neal, J. U.; Yeh, C. "Born to Shop."
Business Week, New York; Apr 11, 1994, Iss. 3366; pg. 76, 7 pgs.
Moschis, G. P.; Mathur, A. "How They're Acting Their Age." Marketing Management,
Chicago; 1993; Vol. 2, Iss. 2; pg. 40, 11 pgs.
Braus, P. "What Does Hispanic Mean? American Demographics, Ithaca; Jun 1993; Vol.
15, Iss. 6; pg. 46, 5 pgs
Rotfeld, Herbert Jack, “Mistaking demographic segments for people: another source of
customer abuse,” Journal of Consumer Marketing, 24 (2007), pp. 332-333.
Tootelian, Dennis H. & Varshney, Sanjay B. “The grandparent consumer: a financial
“goldmine” with gray hair?” Journal of Services Marketing, 27 (2010), pp. 57
July 01 Module 3: Consumer Research (SW-16)
Readings Hirschman, E. "Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist
Critique" Journal Of Consumer Research, Gainesville; Mar 1993; Vol. 19 (4); pp. 537-557.
McGrath, M., Sherry, J. F., & Heisley, D. "An Ethnographic Study of an Urban Periodic
Marketplace: Lessons from the Midville Farmer's Market" Journal of Retailing,
Greenwich; Fall 1993; Vol. 69 (3); pp. 280-320.
July 02 Module 4: Culture (SW-11)

9. Readings Lackman, C.; Lanasa, J.M. "Family Decision-Making Theory: An Overview and
Assessment." Psychology & Marketing, New York; Mar/Apr 1993; Vol. 10 (2); pg. 81-94.
Weber, Joseph; Coy, Peter, “Economists Are Getting Religion.” Business Week,
12/6/2004 Issue 3911, p136, 2p.
July 03 Module 5: Sub-Culture (SW-12)
Readings Sellers, P. “The Best Way to Reach Your Buyers” Fortune, New York; Autumn
1993/Winter 1994; Vol. 128, Iss. 13; pg. 14, 4 pgs.
Caudron, S. “The Myth of the European Consumer” Industry Week, Cleveland; Feb 21,
1994; Vol. 243, Iss. 4; pg. 28, 5 pgs.
Alden, D.L.: Hoyer, W.D.; Lee, C “Identifying Global and Culture- Specific Dimensions
of Humor in Advertising: A Multinational Approach.” Journal of Marketing, Chicago; Apr
1993; Vol. 57, Iss. 2; pg. 64, 12 pgs.
Lin, C.A. “Cultural Differences in Message Strategies: A Comparison Between American
and Japanese TV Commercials.” Journal of Advertising Research, New York; Jul/Aug
1993; Vol. 33, Iss. 4; pg. 40, 9 pgs.
Harvey, M.G. “Buy American: Economic Concept of Political Slogan.” Business
Horizons, Greenwich; May/Jun 1993; Vol. 36, Iss. 3; pg. 40, 7 pgs
“Going Global.” DSN Retailing Today, 12/14/2004 Supplement, Vol. 43, p19, 5p.
July 07 Module 6: Cross-cultural analysis (SW-13)
Lehman, Donald.R & K.Kopalle, Praveen & U. Farley. John., “ Consumer Expectations
and Culture: The Effect of Belief in Karma in India,” Journal of Consumer Research, 37
(August 2010), pp 251.
Zbib, Imad J. & Woolbridge, Barbara R. & Benlian Sarkis, “Selection critertia of Lebanese
consumers in the global snack food industry: country of origin perceptions,” Journal of
Consumer Marketing, 27 (2010), pp. 139.
Zolfagharian, Mohammad Ali “Identification, uniqueness and art consumption among
bicultural consumers”, Journal of Consumer Marketing, 27 (2010), pp. 17.
July 08 Module 7: Family and Social class (SW-10)
July 09 Module 8: Consumer Perception (SW-4)
Readings Pollay, R.W. and Lavack, A. "The Targeting of Youths by Cigarette Marketers: Archival
Evidence on Trial." pp. 405-414
Peterson. L.A.; Blattberg, R.C.; Wang, P. "Database Marketing: Past Present and Future”

10. Journal of Direct Marketing, New York; Summer 1993; Vol. 7, Iss. 3; pg. 27, 17 pgs
Parry, Caroline. “The cutting-edge shopping trend.” Marketing Week (UK), 12/9/2004,
Vol. 27 Issue 50, p38, 2p.
“Whose brand is it anyway?” Brand Strategy, Dec2004/Jan2005 Issue 188, p26, 2p.
Monroe, Kent.B & Kukar-Kinney, Monica & Xia Lan., “Effects of Consumers’ Efforts on
Price and Promotion Fairness Perceptions”, Journal of Retailing, 86, Issue 1, March 2010,
pp. 1
July 10 Module 9: Motivation (SW-3)
Module 10: Personality (SW-3)
Readings Alpert, F.; Wilson, B.; Elliot, M.T. “The Price Signaling: Does It Ever Work?” The
Journal of Consumer Marketing, Santa Barbara; 1993; 10 (4); pp. 4-15.
Prakash, V. “Sex Roles and Advertising Preferences.” Journal of Advertising Research;
May/Jun 1992; Vol. 32, Iss. 3; pg. 43, 10
Phelps, Joseph E.; Lewis, Regina; Mobilio, Lynne; Perry, David; Raman, Niranjan, “Viral
Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses
and Motivations to Pass Along Email.” Journal of Advertising Research, Dec2004, Vol. 44
Issue 4, p333, 16p.
Finding a cure for shopper fatigue.
By: O'Roarty, Brenna. Estates Gazette, 11/6/2004 Centre Retailing, p55, 3p, 1 chart, 4
graphs; (AN 15278628)
Souiden, Nizar & Diagne, Mariam., “Canadian an d French men’s consumption of
cosmetics: A comparison of their attitudes and motivations.” Journal of Consumer
Marketing, 26 (2009), pp 97.
July 14 Module 11: Learning (SW-5)
Reading Celsi, R.L.; Rose, R.L.; Leigh, T.W. "Exploration of High-Risk Leisure Consumption
Through Skydiving." Journal of Consumer Research, Gainesville; Jun 1993; Vol. 20, Iss.
1; pg. 1, 23 pgs.
Crispell, D.; Brandenburg "What's In a Brand?" American Demographics, Ithaca; May
1993; Vol. 15, Iss. 5; pg. 26, 7 pgs.
Baker, William E.; Honea, Heather; Russell, Cristel Antonia “Do Not Wait To Reveal The
Brand Name.” Journal of Advertising, Fall2004, Vol. 33 Issue 3, p77, 9p.
Villas-Boas, J. Miguel, “Consumer Learning, Brand Loyalty, and Competition.”
Marketing Science, Winter2004, Vol. 23 Issue 1, p134, 12p.

11. July 15 Module 12: Attitudes (SW-6)
Readings Stewart, D.W.; Martin, I.M. "Intended and Unintended Consequences of Warning
Messages: A Review and synthesis of Empirical Research," pp. 415-444
Otnes, C.; Lowry, T.M.; Kim, Y.C. "Gift Selection for Easy and Difficult Recipients: A
Social Roles Interpretation." Journal Of Consumer Research,
Gainesville; Sep 1993; Vol. 20, Iss. 2; pg. 229, 16 pgs
Knowles, P.A.; Grove, S.J.; Pickett, G.M. "Mood and the Service Customer." The Journal
of Services Marketing, Santa Barbara; 1993; Vol. 7, Iss. 4; pg. 41, 12 pgs
Bond, Alison; Stone, Merlin, “How the automotive insurance claims experience affects
customer retention.” Journal of Financial Services Marketing, Dec2004, Vol. 9 Issue 2,
p160, 12p.
Ferreira, Mauricio; Armstrong, Ketra L., “An Exploratory Examination of Attributes
Influencing Students' Decisions to Attend College Sport Events.”
Sport Marketing Quarterly, 2004, Vol. 13 Issue 4, p194, 15p.
July 16 Module 13: Communication (SW-7)
Wyer Jr., Robert & Jing Xu, Alison. , “Puffery in Advertisements: The Effects of Media
Context, Communication Norms, and Consumer Knowledge.” Journal of Consumer
Research, 37 (August 2010), pp. 329.
July 17 Module 14: Diffusion of Innovations (SW-9)
Readings Dawar, N.; Parker, P. "Marketing Universals: Consumer's Use of Brand Name, Price,
Physical Appearance & Retailer Reputation as Signals of Product Quality." Journal of
Marketing, Chicago; Apr 1994; Vol. 58, Iss. 2; pg. 81, 15 pgs
July 21 Module 15: Consumer Decision Making (SW-14)
Readings Friedman, M.L.; Smith, L.J. "Consumer Evaluation Processes in A Service Setting." The
Journal of Services Marketing, Santa Barbara; 1993; Vol. 7, Iss. 2; pg. 47, 15 pgs
Markus, Hazel Rose & Schwartz, Barry., “Does Choice Mean Freedom and Well-Being?”,
Journal of Consumer Research, 37 (August 2010), pp 344
July 22 Module 16: Darker Side of Consumer Behavior
July 23 Final Exam
Note: SW refers to chapter numbers in the textbook

12. SELECTED SOURCES OF MARKETING INFORMATION
ACADEMIC (Available through Hofstra’s Online Library)
BUSINESS HORIZONS
EUROPEAN JOURNAL OF MARKETING
HARVARD BUSINESS REVIEW
INDUSTRIAL MARKETING MANAGEMENT
INTERNATIONAL MARKETING REVIEW
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
JOURNAL OF ADVERTISING
JOURNAL OF ADVERTISING RESEARCH
JOURNAL OF BUSINESS & INDUSTRIAL MARKETING
JOURNAL OF CONSUMER MARKETING
JOURNAL OF CONSUMER RESEARCH
JOURNAL OF INTERNATIONAL BUSINESS STUDIES
JOURNAL OF MARKETING
JOURNAL OF MARKETING RESEARCH
JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT
JOURNAL OF PUBLIC POLICY & MARKETING
JOURNAL OF RETAILING
JOURNAL OF SERVICES MARKETING
PUBLIC RELATIONS JOURNAL
SLOAN MANAGEMENT REVIEW
PROFESSIONAL (Available Online)
ADVERTISING AGE (www.adage.com)
BUSINESS WEEK (www.businessweek.com)
CHAIN STORE AGE (www.chainstoreage.com)
CONFERENCE BOARD REVIEW (www.tcbreview.com)
FORBES (www.forbes.com)
FORTUNE (http://money.cnn.com/magazines/fortune)
INC. (www.inc.com)
MARKETING NEWS (www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/Marketing%20News/MarketingNews.aspx)
PROGRESSIVE GROCER (www.progressivegrocer.com)
PROMO (www.promomagazine.com)
SALES & MARKETING MANAGEMENT (www.salesandmarketing.com/msg/publications/smm.jsp)
STORES (www.stores.org)
TARGET MARKETING (www.targetmarketingmag.com)
WALL STREET JOURNAL (http://online.wsj.com/home-page)
WORLD WIDE WEB
HOOVERS ONLINE CORPORATE DIRECTORY (www.hoovers.com)
U.S. CENSUS BUREAU (www.census.gov)
U.S. DEPARTMENT OF COMMERCE (www.doc.gov)
PLEASE NOTE: The textbook has more than 1,800 Web addresses, listed throughout.
It also has an online version (www.atomicdog.com)