May 23rd (Sat)

1. Introduction and the Study of Consumer Behavior


2. Customer Value Assessment and Valuing Customers


3. Segmentation, Targeting and Positioning (STP)


4. Trade-Off (Conjoint) Analysis


5. 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

May 24th (Sun)

1. Trade-Off (Conjoint) Analysis (Continued)


2. Competing on Analytics


3. Consumer Perception


4. Consumer Motivation and Involvement


5. Project Discussion

1. Powers of Perception

https://youtu.be/YQXe1CokWqQ

1. Competing on Analytics
   
   http://www.sas.com/big-data/big-data-analytics.html


2. 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 6th

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


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

1. Garbage case article

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

June 7^th (Sun)

1. Attitudes and Persuasion


2. Individual Decision Making


3. Situational Factors in Decision


4. Project Discussion

1. How Costco Tricks You In Buying More
   
   https://consumerist.com/2014/01/27/simplified-shopping-how-costco-tricks-you-into-buying-more/

June 27^th (Sat)

1. Group Influences and Opinion Leadership


2. Economics of behavior


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


4. 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 28^th (Sun)

Project presentation