9/17 Introduction: Examining consumer behavior from multiple perspectives.

(1)BME, ch.1 (2).Bray, J. P.(2008), “Consumer behavior theory: Approaches and models,”

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

9/24 Mid-Autumn Festival NO CLASS

10/01 Consumer Decision Process and Search

(1)BME, ch.3, 4 (2) Case study#1: IKEA: Human Coupons @1

10/08 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.

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

Announce Group Assignment #1—observational study 15%(1)

10/15 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)Chen, Z., Berger, J.(2016) “How Content Acquisition Method Affects Word of Mouth.” JCR, vol.43:86-102.

10/22 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)

10/29 Consumer learning and formation of attitudes

(1) Solomon ch.3 $2, (2) BME ch.8

(3) Lalwani, A.K., Forcum, L.(2016) “Does a Dollar Get You a Dollar’s Worth of Merchandise? The Impact of Power Distance Belief on Price-Quality Judgments.” JCR,vol.43:317-333.

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

11/5 Group project#1 Presentation of observational study (Oral 15%)

11/12 Innovation and Diffusion

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

(Field trip to Huashan 1914 Creative Park)

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

11/19 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. Williams, P. & Drolet, A.(2005) “Age-Related Differences in Responses to Emotional Advertisements” JCR, vol.32: 343-354.

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

11/26 Oral presentation of the Innovation of merchandise 10%

Case study #5: Dos Equis: The Most Interesting Man in the World@5

12/03 Consumer Culture and Sub-culture

1. BME, ch. 9(331-350)


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


3. Bezzaouia, M., Joanta, A.R., (2016) “The Relationships Between Cultural Values and Consumer Motivations for Purchasing Luxury Brands.” Ecoforum, vol.5, issue 1, 150-161.


4. Shepherd, S., Chartrand, T.L., Fitzsimons, G.J.(2015) “When Brands Reflect Our Ideal World: The Values and Brand Preferences of Consumers Who Support versus Reject

Society’s Dominant Ideology.” JCR, vol.42:76-92.12/10 Social Class, Family, and References Groups

(1) BME, ch. 9(351-382), ch.10   (2) Mittal, C. & Griskevicius, V.(2016). “Silver Spoons and Platinum Plans: How Childhood Environment Affects Adult Health Care Decisions” JCR,43,:636-656.

Case study #6: Smoking Control: I quit@6

12/17 Consumer’s self-concept and life style

(1)Solomon, ch.5 $3

(2) Weiss, L., Johar, G.V.(2016) “Products as Self-Evaluation Standards: When Owned and Un-owned Products Have Opposite Effects on Self-Judgment.” JCR, vol.43:327-343.

(3) Ahuvia^*,Aaron C (2005) “Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives,” JCR, vol.32, (June) 171-184.

Case study#7: Suzuki Cars: #SuzukiSaturdays @7.

12/12/24 Symbolic consumption + The dark side of consumer behavior

1. Bellezza,S., Paharia, N., Keinan,A.(2017) “Conspicuous Consumption of Time: When Busyness and Lack of Leisure Time Become a Status Symbol.” JCR,vol.44:118-138.


2. Tian, K. and Tian, R. (2011).”Food consumption and cultural awareness: an anthropological case study of consumer behavior at a Chinese restaurant,” Journal of Marketing Development and Competitiveness,” vol.5(4), 51-69.

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

12/31 NO CLASS

2019/01/7, 1/14 Final paper and Group presentations 10%

2019/01/21 Turn in Final Paper 10%

To be hired

Grade allocations:

(1) in-class participation 35% (case study 21%+ journal articles14%) 

(2) Group Assignments 25%  (4) Final paper 30%  (5)Attendance 10%

Reading materials:

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

2. Websites:WM5 E-learning platform

 1. Consumer Behavior Case Study

 2. Journal articles

3. Course pack

  Three chapters from the Solomon’s book are provided in a course pack.  (Solomon, ch.2,3,5)