March 1 - Introduction: Examining consumer behavior from multiple perspectives.

1. BME, ch.1


2. Bray, J. P.(2008), “Consumer behavior theory: Approaches and models,”


3. Case study : PX Mart: Optimize membership card to win brand loyalty

March 8 - Consumer Decision Process and Search

1. BME, ch.3, 4


2. Case study#1: IKEA: Human Coupons @1

March 15 - Evaluation and Purchase

1. BME, ch.5


2. Menon, S.& Kahn, B.E.(1995).”The Impact of Context on Variety in Product Choices,” JCR,22(December):285-295.

Group Assignment #1—observational study 20%

March 22 - Post purchase behavior

1. BME, ch.6


2. Ward, J.C. and Ostrom, A.C.(2006) ”Complaining to the masses: The role of protest framing in customer-created complaint web sites,” (September), pp.220-230.


3. Case study#2: Tiger Beer: 50 must do things in Asia@2

March 29 - Consumer Perceptions

1. BME, ch.11


2. Solomon ch.2 #1,


3. Keith S. Coulter, Keith S. and Coulter, Robin A. (2007) “Distortion of Price Discount Perceptions: The Right Digit Effect,” JCR, Vol. 34 ,(August)

April 5 - Spring Break

NO CLASS

April 12 - Group project#1 Presentation of observational study 20%

April 19 - Consumer Learning and formation of attitudes

1. Solomon ch.3 #2,


2. BME ch.8


3. Gregan-Paxton, J. & John, D.R.(1997) “Consumer Learning by Analogy: A Model Of Internal Knowledge Transfer,” JCR,24(December):266-284.


4. Case study#3: Lifebuoy: Saving lives with soap@3

April 26 - Consumer motivations and cognition

1. BME, ch.7


2. Fisher, R.J., Dube,L.(2005) “Gender differences in responses to emotional advertising: a social desirability perspective” (March),pp.850-858.


3. Case study#4: V/Line Guilt Trips @4

May 3 - Consumer Culture and sub-culture

1. Kjeldgaard, D.K., and Askegaard, S.(2006), “The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference. JCR, vol. 33, (September).pp.231-247.


2. Sam, George (2003) “Emerging youth cultures in the era of globalization: Techno-culture and Terror-culture.” From https://www.academia.edu/2286432/Emerging_youth_cultures_in_the_era_of_globalization_TechnoCulture_and_TerrorCulture.


3. Williams, J. P (2007) “Youth sub-culture studies: sociological traditions and core concepts” Sociology Compass 1/2 (2007): 572–593,


4. Case study #5: Share a Coke with Morocco @5

May 10 - Innovation and Diffusion

1. BME, ch. 10 pp.412-428,


2. (Field trip to Huashan 1914 Creative Park)


3. Assignment#2-Evaluation of a selected creative merchandise 10%

May 17 - Oral presentation of the Innovation of merchandise 10%

1. Case study #6: ecostore: Little Treasures @6

May 24 - Social Class , Family, and References Groups

1. BME, ch. 9, 10


2. Mihic, M. and Culina, G. (2006) ‘Buying behavior and consumption: social class verse income,” Management, Vol.11,No.2, pp.77-92.


3. Case study #7: Smoking Control: I quit @7

May 31 - Consumer’s self-concept and life style

1. Solomon, ch.5 #4


2. Kleine, S.S. Kleine, R.E. & Allen, C. T. (1995) “How Is a Possession ‘Me’ Or ‘Not Me’? Characterizing Types and An Antecedent of Material Possession Attachment,” JCR,22(December):327-343.


3. Ahuvia^*,Aaron C (2005) “Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives,” JCR, vol.32, (June).


4. Case study#8: LYNX: Launching the LYNX effect in China @8.

June 7 - Symbolic consumption + The dark side of consumer behavior

1. Torelli, C., Ahluwalia, R (2012) “Extending Culturally Symbolic Brands: A Blessing or a Curse?” JCR, vol. 38 (Feb,) 933-947.


2. Thompson, C.J. & Haytko, D.L. (1997) “Speaking of Fashion: Consumers’ Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings,”JCR,24(June):15-42.


3. Hirschman, E. (1992) “The consciousness of addiction: toward a general theory of compulsive consumption.” JCR, vol.19 (Sept.) 155-179.


4. Worlman, L. and Paper, D. (2010) “Compulsive buying: a theoretical framework,” The Journal of Business Inquiry, vol.9-1, 89-126.

June 14 - Final paper and Group presentations 15%-

June 21 - Turn in Final Paper

1. In-class participation 30% (Case study + leading discussions of readings)

2. Group Assignment 30%

3. Final paper 30%

4. Attendance 10%

Your attendance and conscientious participation in group projects are essential for earning a decent grade.

 1. Text Book

    Blackwell, R. D., Miniard, P.W., Engel, J.F. (2012). “Consumer Behavior,” Eds. (BME)

2. Websites

    (1) Consumer Behavior Case Study

    (2) Journal articles

3. Course pack

    Chapters from other sources which are not accessible on line. (Solomon, ch.2,3,5,6)

Please purchase Course pack at No. 6 Zhinan Rd. sec.2 (指南路2段6號禾伸堂)