SemesterSpring Semester, 2021
DepartmentIMBA Program, First Year IMBA Program, Second Year
Course NameConsumer Behavior
InstructorHO FOO-NIN
Credit3.0
Course TypeElective
Prerequisite
Course Objective
Course Description
Course Schedule

5/29, 5/30, 6/12, 6/13, 6/26 & 6/27

09:00-17:30 (45
hours
)



6/4, 6/11 & 6/18

14:00-17:00 
Group Meeting (9 hours) 



















































Date



Topic



To Do Tasks



Reading List



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



 




  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. 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




  1. 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




  1. 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.  




  1. Garbage case article



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




  1. 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

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



 



 



June 13th (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/




  1. Article:  The Psychology of Waiting Lines

     



June 26th (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 27th (Sat)



 



Project presentation



 



 



 



Teaching Methods
Teaching Assistant

CHADARAT PHOKHATHANAWAT    葉名妙


Requirement/Grading

Grades will be based on the following: 



Final (Class Project)                                                        60%



Class participation (attendance, case discussion, etc.)                       40%


Textbook & Reference







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



 



Urls about Course
Attachment