June 1^st (Fri)

1. Introduction and the Study of Consumer Behavior


2. Customer Value Assessment and Valuing Customers

1. Big Data Analytics – Why Is It Important?

http://www.sas.com/big-data/big-data-analytics.html

2. Competing on Analytics

http://www.babsonknowledge.org/analytics.pdf

June 2nd (Sat)

1. Segmentation, Targeting and Positioning (STP)


2. Trade-Off (Conjoint) Analysis


3. Pricing Research


4. Project Discussion

1. Conjoint Analysis in 10 minutes https://youtu.be/yiRNcHU2ZGU


2. Choice-Based Conjoint

https://youtu.be/Rfm0USTVgug

1. STP

http://www.consumerpsychologist.com/cb_Segmentation.html

2. STP Tip Sheet

3. Improving Customer Acquisition with Engagement Program

June 3rd (Sun)

1. Consumer Perception


2. Consumer Motivation and Involvement


3. Project Discussion

1. Powers of Perception

https://youtu.be/YQXe1CokWqQ

2. Alter Perception to Open Opportunities

http://www.dmnews.com/DMD-Speaker-Alter-Perception-to-Open-Opportunities/article/81119/

3. Your Smartphone Says a Lot About You http://www.marketwatch.com/story/your-smart-phone-says-a-lot-about-you-2010-09-17?siteid=yhoof

June 9^th

(Sat)

1. Consumer Learning and Memory


2. Case: Garbage Collection in Taiwan


3. Self and Self Identify


4. Personality and Lifestyle


5. Project Discussion

1. Garbage case article

http://www.washingtonpost.com/wp-dyn/content/article/2007/11/29/AR2007112901887.html

June 10^th (Sun)

1. Attitudes and Persuasion


2. Individual Decision Making


3. Project Discussion

1. http://www.humanmetrics.com/cgi-win/JTypes2.asp


2. http://www.strategicbusinessinsights.com/vals/presurvey.shtml

June 23^th (Sat)

1. Situational Factors in Decision: Acquisition/Consumption/Disposal


2. Group Influences and Opinion Leadership


3. Economics of behavior


4. Case: Social networking marketing (Twitter, Facebook, etc.)


5. Project discussion

1. The Business of Behavioral Economics

https://www.forbes.com/sites/hbsworkingknowledge/2014/08/11/the-business-of-behavioral-economics/#663e992a5a6e

2. “Lucifer Effect”
   
   http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2007/04/29/RVGUJPCSIF1.DTL

June 24^th (Sat)

Project presentation