課程資訊
課程名稱
 消費者行為
Consumer Behavior 
開課學期
 105-1 
授課對象
 管理學院  國際企業學研究所  
授課教師
 謝明慧 
課號
 IB5004 
課程識別碼
 724 U0080 
班次
  
學分
 3 
全/半年
 半年 
必/選修
 選修 
上課時間
 星期三7,8,9(14:20~17:20) 
上課地點
 管一103 
備註
 限學士班三年級以上
總人數上限：70人 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1051IB5004_ 
課程簡介影片
 
核心能力關聯
 本課程尚未建立核心能力關連
課程大綱
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課程概述

Consumer behavior is more than buying things, it also embraces the study of how having things affects our lives and how our possessions influence the way we feel about ourselves and about each other – our state of being. This course is designed to help the students learn the basic concepts of modern consumer research in a managerial orientation way. It focuses on the major decisions that marketing managers faced in their efforts to understand consumer behavior. It covers the four parts related to consumer behavior including consumer as individuals, consumers and subcultures, consumer and culture, and consumers as decision makers.
 

課程目標
 The objective of this course is to expose you to the consumer behavior discipline from a conceptual, analytical and pragmatic perspective. As such, the course will be conducted using a combination of course lectures and in-class discussions over assignments/exercises. While the lecturer introduces marketing disciplines and its latest development, the assignments/exercises offer all participants an opportunity to demonstrate their abilities in capitalizing on what has been learned from this course.  
課程要求
 Two themes in every week will be (1) to introduce the students with the basic concepts and ideas from the textbook, and (2) to study the marketing strategies and relevant issues in real cases. All students are encouraged to contribute to the discussions such that everyone can participate and benefit from the pool of valuable, personal resources. To stimulate maximum responses from the audience, ALL students must complete the assignment by the date noted on the class schedule.

The lecture note as well as other supplement materials will be uploaded to the website a week before the class. Students are able to access to those materials through CEIBA.
 
預期每週課後學習時數
  
Office Hours
 每週三 10:00~12:00 
指定閱讀
 Solomon, Michael R., Consumer Behavior: Buying, Having, and Being, 11th edition, 2013, Prentice Hall, New Jersey.  
參考書目
 謝明慧 消費者行為 – 走在消費現場，前程出版社。 
評量方式
(僅供參考)
  
No.
項目
百分比
說明
1. 
 Midterm and Final exam 
40% 
 The exams will be designed to measure how well the students have absorbed the lecture material and assignments. Midterm and Final will mainly consist of multiple choice questions and short assays. 
2. 
 Term Paper 
30% 
 Every one of you is required to hand in a term paper based on the assignments of each week. By week 3, each student should choose a brand/business as the research target. Student should constantly observe and research the development of the brand/business under investigation. Late paper will NOT be accepted.  
3. 
 Group Discussion 
20% 
 Students are expected to work in groups of FIVE to SEVEN for discussing issues/questions prior to attending to the class. Working as a group, students should collect information and offer insights in response to the questions assigned. The lecturer and other groups of student will evaluate groups’ performance based on the quality of content of the submitted discussion outline (1-2 pages per week). Each group should prepare 1-2 slides and ready to be called to present their findings.  
4. 
 Class Participation 
10% 
 Throughout the semester, students will be evaluated based on (1) attendance in case discussion and (2) contributions to the discussions.  
 
課程進度
週次
日期
單元主題
第1週
 9/14  Introduction: reviewing the syllabus
Assignments:
1.Decide a topic (a brand/product/service/industry) for the term paper.
2.Team up
3.Preview chapter 1 
第2週
 9/21  Lecture: Buying, Having and being：An introduction to Consumer Behavior (chapter 1) & Consumer and Social Well-being (chapter 4)
Assignments:
1.Term Paper Section 1: List the three stages in the consumption process (Figure 1-1). Describe the issues that you considered in each of these stages when you made a recent important purchase.
2.Group exercise #1: 1-23 (Text book p55: “…Interview People about their motivation to participant in social media. Ask them to ….”)
3.Preview Chapter 2. 
第3週
 9/28  Lecture: Decision Making and Consumer Behavior (Chapter 2)
Panel discussion: Group exercise #1
Assignments:
1.Term Paper Section 2: 2-37 (Text book p93: “…Image the company you choose hires you to launch a new product. Propose a spectacle you could attract consumer to learn more about it…”)
2.Group exercise #2: Ask two members of your group to “talk through” the process they used to make a purchasing choice between two competing brands during a recent purchase. Based on this description, can you identify the decision rules that were most likely employed? What are the influences behind this decision?
3.Preview Chapter 5. 
第4週
 10/05  Lecture: Perception (Chapter 5)
Panel discussion: Group exercise #2
Assignments:
1.Term Paper section 3: Based on the perceptual process as shown in the Figure 5-1, what recommendations would you make to your project company in terms of package elements, such as color, symbolism and graphic design? Give the reasons for your suggestions.
2.Group exercise #3: Find ads that utilize the techniques of contrast and novelty. Give your opinion of the effectiveness of each ad and whether the technique is likely to be appropriate for the consumers targeted by the ad.
3.Preview Chapter 6.
 
第5週
 10/12  Lecture: Learning and Memory (Chapter 6)
Panel discussion: Group exercise #3
Assignments:
1.Term Paper Section 4: Consider the nature of your product, applying the classical conditioning, instrumental conditioning or cognitive learning theory to develop an ad copy strategy for your project. Give the reasons for applying the particular learning theory.
2.Group exercise 4#: Identify at least 3 local long-established local brands. What is it about them that have ensured their longevity? Show these pictures to consumers to identify the features and attributes of each brand, from the packaging and the design to the product itself. Analyze the types of memories that are evoked, and think about how these associations might be employed in a product’s promotional strategy.
3.Preview Chapter 7.
 
第6週
 10/19  Lecture: The Self (Chapter 7)
Panel discussion: Group exercise #4
Assignments:
1.Term Paper Section 5: Construct a brand personality inventory for three different brands within your project company. Ask a small number of consumers to rate each brand on about 10 different personality dimensions. What differences can you locate? Do these “personalities” relate to the advertising and packaging strategies used to differentiate these brands?
2.Group exercise #5: Construct a “consumption biography” of a friend or family member. Make a list of or photograph his or her favorite possessions, and see if you or others can describe this person’s personality just from the information provided by this catalog.
3.Review Chapter 8. 
第7週
 10/26  Lecture: Attitude and Persuasion (chapter 8)
Panel discussion: Group exercise #5
Assignments:
1.Term Paper Section 6: Contrast the hierarchies of effects outlined in the Figure 8-1. How will marketing mix decision be influenced by which hierarchy is operative among your target consumers?
2.Group exercise #6: Collect examples of ads that rely on the use of metaphors or resonance. Do you feel ads are effective? If you were working with the products, would you feel more comfortable with ads that use a more straightforward, “hard-sell” approach? Why or why not?
3.Preview Chapter 9. 
第8週
 11/02  Lecture: Group and Situational Effects on Consumer Behavior (Chapter 9_1) Part II: External Influences on Consumer Behavior
Panel discussion: Group exercise #6
Assignments:
1.Term Paper Section 7: Using Table 9-1 as a model, construct a person/situation segmentation matrix for your product/services.
2.Group exercise #7: 9-50, 63 (Text book p418-419: conduct naturalistic observations with regrading…)
3.Preview Chapter 10. 
第9週
 11/09  Mid-Term 
第10週
 11/16  Lecture: Group and Situational Effects on Consumer Behavior (Chapter 9_2) Part II: External Influences on Consumer Behavior
Panel discussion: Group exercise #7
Assignments:
1.Term Paper Section 8: 9-56. (Text book p418: “The strategy of viral marketing gets customers to sell a product…” Design a viral marketing strategy for your product/service.)
2.Group exercise #8: 9-53 o 60 (Text book p418-419: conduct interviews with regrading…)
3.Preview Chapter 10. 
第11週
 11/23  Lecture: Consumer identity I: Sex roles and subcultures (chapter 10)
Panel discussion: Group exercise # 8
Assignments:
1.Term Paper Section 9: What are some important variables to keep in mind when you tailor your communication message to the subcultural groups mentioned in this chapter i.e., age, gender and ethnic subcultures.
2.Group exercise #9: 10-42 and 10-43 (Text book p470: Find ads and interview some retired people…)
3.Preview Chapter 11 
第12週
 11/30  Lecture: Consumer identity II: Social class and lifestyles (chapter 11)
Panel discussion: Group exercise #9
Assignments:
1.Term Paper Section 10: 11-32 (Text book p517, “Using media that target your TA, construct a consumption constellation for your TA’s social role. What set of products, activities, and interests tend to appear in advertisements depicting your TA?
2.Group exercise #10: 11-33 (Text book p517: Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in details, and justify your prediction. What specific styles or products relate to this trend?
3.Preview Chapter 12. 
第13週
 12/07  Lecture: Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion (Chapter 12)
Panel discussion: Group exercise #10
Assignment:
1.Term Paper Section 11: In your opinion, who would be the best/least opinion leader of your product/service? How were your TAs influenced by the views of the opinion leader and others in their decision making process?
2.Group exercise #11: 12-11 (Text book p558: “…What is your attitude about (online) social networking? Have you ever stopped using any social networking? Will people start to tune out all of these networks?)
3.Review Chapter 3. 
第14週
 12/14  Lecture: Cultural Influences on Consumer Decision Making_1 (chapter 3)
Panel discussion: Group exercise # 11
Assignments:
1.Term Paper Section 12：Compare yours and competitor’s ads that seem to appeal to consumers’ values. What values are being communicated in each, and how is this done? Is this an effective approach to designing a marketing communication? If your brand does not ads that appeal to consumer’s value, suggest one.
2.Group exercise #12: 3-48 (Text book p145: “… See if you can identify foreign versions of familiar reality shows…. How have the creators adapted them to appeal to local customers?”
3.Preview Chapter 3 
第15週
 12/21  Lecture: Cultural Influences on Consumer Decision Making_2 (chapter 3)
Panel discussion: Group exercise # 12
Assignment
1.Term Paper Summary Report
2.In class Discussion and Reflection 
第16週
 12/28  Term paper presentation I 
第17週
 1/04  Term paper presentation II
 
第18週
 1/11  Final Exam and Reflection1