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introduction to consumer behavior

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introduction to consumer behavior

  1. 1. CONSUMER BEHAVIOR
  2. 2. TODAY’S AGENDA To discuss the philosophy behind this class To tell you a little bit about the course format To discuss some “ground rules”
  3. 3. COURSE MATERIALS Textbook: “Consumer Behavior” by Hoyer, MacInnis andPieters Focus : The process of consumer decision making Models of judgment and decision making Psychological antecedents and consequences (“information processing”) How consumers interact with the world outside
  4. 4. A MODEL OFCONSUMERBEHAVIORHoyer,MacInnis &Pieters bookExhibit 1.6
  5. 5. CLASS SCHEDULE Lectures 1-2: Introduction Lectures 3-7: Judgment and Decision Making Lectures 9-14: The Psychological Core Lectures 17-19: Consumer Characteristics and External Influences Lectures 20-22: Consumer Behavior Outcomes and other issues Lectures 24-26: Project Presentations
  6. 6. ABOUT THE … GRADING Best 2 Quizzes 25% each Project Report 25% Project Presentation 15% Class Participation 4% In-Class Group Exercises 4% Research Participation 2%
  7. 7. QUIZZES Three quizzes (closed book) Your best two scores will be considered Format (multiple choice, fill in the blanks, etc.) All questions based on lectures + book chapters Dates and time for the quizzes Quiz 1 March 1 (Friday) 19:00-20:10pm Quiz 2 March 27 (Wednesday) 19:00-20:10pm Quiz 3 May 3 (Friday) 19:00-20:10pm
  8. 8. GROUP PROJECT Form groups of 6 or 7 each Email me a list of group members before Feb 19 Group photo taken on Feb. 20, in class Choose a brand and pretend you are researchers hired bythe brand manager Observe, interview, and survey consumers to study attitudes using the“Fishbein model” (you will learn about this later) Analyze and interpret the data you collect Write a report (25% of your grade, due May 16) Present your findings (15% of your grade, last 3 sessions)
  9. 9. IN-CLASS ACTIVITY Group exercises (4% of your total grade) Will be handed out in class You will get 10-15 minutes to work on them 1-2 groups will present their solutions The rest of the class can then comment I will collect the responses from each group, and the group as awhole will get a grade at the end of the semester Individual class participation (4% of your grade) Emphasis on commenting / answering questions Quantity and quality Attendance ≠ Participation!
  10. 10. RESEARCH PARTICIPATION Two experiments during the semester Not more than 1 hour each The instructions are posted on the course website
  11. 11. FINAL GRADING Final grades will be relative, based on yourperformance as compared to the rest of the class. No letter grades assigned for individual exams andassignments Deadlines strictly enforced. No excuses acceptedafter the deadline.
  12. 12. GENERAL RULES If you have something to say that is relevant to the classtopic, please say it!Ask questions Class disciplineNo private conversationsNo ringing mobile phones Punctuality: This is very importantIn classPresentations Academic dishonesty
  13. 13. WEB PAGE AND COURSEMAILING LIST Course websiteOn LMESLecture slides, Announcements etc. Course mailing list
  14. 14. INSTRUCTORHow to contact me if needed?In Person:* Office Hours: Thursday 3pm - 4pm* Or by AppointmentOffice: Room 4358, Phone: 2358 7702E-mail: mkrrzhou@ust.hk <- always preferred
  15. 15. TEACHING ASSISTANT Lily Wong Office: Room 4371 (next to lift 13-15) Phone: 2358 7705 E-mail: lilywong@ust.hk
  16. 16.  Skim chapter 1 Slides uploaded to LMES by 6:30 pm the daybefore class. Note: LMES slides usually won’thave the examples we discuss in class!FOR THE NEXT CLASS

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