May 29th (Sat)

1. Introduction and the Study of Consumer Behavior


2. Customer Value Assessment and Valuing Customers


3. Trade-Off Analysis (Choice-Based)


4. Project Discussion

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


2. Choice-Based Conjoint

https://youtu.be/Rfm0USTVgug

1. The Elements of Value

https://hbr.org/2016/09/the-elements-of-value

2. Article: How Much More (or Less) is a Brand Worth When Made in a Low Labor-Cost Country?  It Depends Upon Who and Where You ask.

3. Article:  Consumer Perception of Functional Foods:  A Conjoint Analysis with Probiotics.

May 30th (Sun)

1. Trade-Off Analysis (MaxDiff)


2. Consumer Perception


3. Project Discussion

1. Powers of Perception

https://youtu.be/YQXe1CokWqQ

2. MaxDiff

https://youtu.be/y4QopqblGUc

1. 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

2. Article:  Consumers’ Perception of COVID-19

June 12th

(Sun)

1. Consumer Learning and Memory


2. Case:  Garbage Collection in Taiwan


3. Consumer Decision Making Process


4. Case:  COVID-19: Protection Behavior.


5. Project Discussion

1. Garbage case article

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

2. 4 cognitive biases and psychological drivers for influencing behavior https://marketingland.com/4-cognitive-biases-and-psychological-drivers-for-influencing-behavior-279428?MessageRunDetailID=1827054100&PostID=14964876&utm_medium=email&utm_source=rasa_io


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

June 13^th (Sat)

1. Attitudes and Persuasion


2. Motivation and Involvement


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/

2. Article:  The Psychology of Waiting Lines
   
    

June 26^th (Sun)

1. Group Influences and Opinion Leadership


2. Economics of behavior


3. Project discussion

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

June 27^th (Sat)

Project presentation

1.     The Elements of Value

https://hbr.org/2016/09/the-elements-of-value

1.1   Article: How Much More (or Less) is a Brand Worth When Made in a Low Labor-Cost Country?  It Depends Upon Who and Where You ask.

1.2   Article:  Consumer Perception of Functional Foods:  A Conjoint Analysis with Probiotics.

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

Article:  Consumers’ Perception of COVID-19

3.     Garbage case article

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

4.     4 cognitive biases and psychological drivers for influencing behavior https://marketingland.com/4-cognitive-biases-and-psychological-drivers-for-influencing-behavior-279428?MessageRunDetailID=1827054100&PostID=14964876&utm_medium=email&utm_source=rasa_io

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

6.     How Costco Tricks You In Buying More

https://consumerist.com/2014/01/27/simplified-shopping-how-costco-tricks-you-into-buying-more/

6.1   Article:  The Psychology of Waiting Lines