NYU Stern School of Business

Undergraduate College

C55.0002.001: CONSUMER BEHAVIOR

Spring 2011

Instructor Details

Jacoby, Jacob

jjacoby@stern.nyu.edu

80515

Wednesdays, 1:30 -3:30, and by appointment

909 Tisch

 

Course Meetings

MW, 9:30am to 10:45am

KMC 4-60


Final Exam:

Schedule exceptions

See "Course Outline" section below

 

Course Description and Learning Goals

COURSE OBJECTIVES AND APPROACH

 We all are consumers. We buy groceries, phones, computers, and cars. We buy and use services, including dry cleaners, bank accounts and college educations. Though we may all buy many of the same products and services, we also know that consumers differ from each other. We buy different clothes, use different phones, drive different cars, and eat different foods.  At different times and under different circumstances, the same consumer will even buy different foods,  different phones, etc.  Given such variability, how do we go about constructing coherent marketing strategies?  The answer is by trying to understand consumers, especially the factors that underlie and influence their decisions.

This class focuses on understanding why consumers behave the way they do. We explore theories developed in marketing, psychology, and sociology, and learn to use these to better understand and predict how consumers will respond to marketing actions.

 The broad goals are for the students to:

acquire knowledge of:

     a framework for analyzing consumer behavior

     relevant psychological and sociological theories

     methods for studying consumer behavior

learn to apply this knowledge to:

     measure consumers’ beliefs, attitudes, intentions and behavior

     predict how consumers will react to different marketing strategies

    understand real-world consumer behavior problems

These course objectives will be met through some lectures, but mainly through your active involvement in class discussions and assignments. 

 

Course Pre-Requisites

C55.0001

 

Course Outline

D.       PLANNED CLASS-BY-CLASS SESSIONS

(Deviations may occur.  Be flexible.  Learn to live with some uncertainty.)

 

 

Sess’n

Date

Topic

Readings

Other Assignments

  1

  1-24

Making sense out of things

 

 Jaccard & Jacoby, Ch1 &2

Hoyer & MacInnis, Exhibit 1.6

Jacoby, SàOàR reconsidered

Information Form due.

Important: see Section C, Additional Literature

  2

  1-26

Intro to CB

Text: Ch   1 + Enrichment Chapter

Group sign up

  3

  1-31

Motivation, Ability, Opportunity

Text: Ch   2

 

  4

  2-02

Exposure, Attention, Perception

Text: Ch   3

Project  proposals due

  5

  2-07

Knowledge & Understanding

Text: Ch   4

 

  6

  2-09

Attitudes – High effort

Text: Ch   5

 

  7

  2-14

Attitudes – Low effort

Text: Ch   6

 

  8

  2-16

Memory & Retrieval

Text: Ch   7 

 

  9

  2-23

EXAM #1

Covers: Chapters   1-7

 

10

  2-28

Problem recognition, Search

Text: Ch   8

 

11

  3-02

Decision Making – High effort

Text: Ch   9

 

12 

  3-07

Decision Making – Low effort

Text: Ch  10

 

13

  3-09

Post-decision processes

Text: Ch  11

 

14 

  3-21

Project reviews

 

 

15

  3-23

Project reviews

 

 

16

  3-28

Consumer diversity

Text: Ch  12

 

17

  3-30

Social class & household influence

Text: Ch  13

 

18

  4-04

Psychographics

Text: Ch  14

 

19

  4-06

EXAM #2

Covers: Chapters 8-14

 

20

  4-11

Social influences on CB

Text: Ch  15

 

21

  4-13

Adoption & Diffusion

Text: Ch 16

 

22

  4-18

Symbolic CB & Freud

Text: Ch 17 + Online handout #1

 

23

  4-20

Ethics, social responsibility

Text: Ch 18

 

24

  4-25

Marketing warfare: Trademarks ...

Online handout #2

 

25

  4-27

 …Deceptive advertising

Online handout #2

 

26

  5-02

EXAM #3

Covers: Chapters 15-18

+ Online handouts # 1 and 2

 

27

  5-04

Group Project Presentations

 

 

28

  5-09

Group Project Presentations

 

 

 

  5-10

Team member evaluations due

 

 

 


 

 

Required Course Materials

Consumer Behavior(5th edition), by Wayne D. Hoyer and Deborah J. MacInnis (2010)  South-Western, Cengage Learning. 

 

Assessment Components

COMPONENTS OF FINAL GRADE                

 

Exam #1                                         25%

Exam #2                                         25%

Exam #3                                         15%

In-class participation                    12%

Group project                                18%

 

Group Projects

Guidelines for Group Projects

Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.

Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole:   its different components will not be graded separately. Your exams may contain questions that are based on aspects of your group projects.

It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.

You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.

 

Grading

25-35% of students can expect to receive A’s for excellent work

40-60% of students can expect to receive B’s for good or very good work

15-25% of students can expect to receive C’s or less for adequate or below work 

 

Re-Grading

The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.

 

Professional Responsibilities For This Course

Attendance

 

Participation

In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:

 

Assignments

 

Classroom Norms

 

Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 

 

Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 

 

Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.

 

Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.

 

Recording of Classes

Your class may be recorded for educational purposes

 

Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.

 

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