Commerce 3MB3 Consumer Behavior Fall 2014 Course Outline. Marketing Area DeGroote School of Business McMaster University

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1 3MB3 - Fall of 15 Commerce 3MB3 Consumer Behavior Fall 2014 Course Outline Marketing Area DeGroote School of Business McMaster University COURSE OBJECTIVE This course is designed to introduce you to key theoretical concepts in consumer behavior and build your ability to apply these concepts to real-world marketing problems. INSTRUCTOR INFORMATION Section 3 Section 1 Section 2 Monday 2:30-5:30 Wednesday 11:30-2:30 Friday 11:30-2:30 KTH B104 KTH B104 KTH B104 Dr. Maureen Hupfer Instructor hupferm@mcmaster.ca Office: DSB 213 Office Hours: Drop-in and by appointment Monday, Wednesday and Friday Tel: (905) , x24101 Course Website: This course has an Avenue learning website at COURSE ELEMENTS Credit Value: 3 Leadership: Yes IT skills: No Global view: Yes Avenue: Yes Ethics: Yes Numeracy: Yes Written skills: Yes Participation: Yes Innovation: Yes Group work: Yes Oral skills: Yes Evidence-based: Yes Experiential: Yes Final Exam: Yes Guest speaker(s): No

2 3MB3 Fall of 15 COURSE DESCRIPTION Theory, Business Application and Perspectives How does who do what and why? The field of consumer behavior attempts to explain and predict the ways in which consumers think and behave in given situations. How do consumers interpret advertising information? Why do people buy? Why not? Who and what are consumers relying upon for information? How can marketers predict behaviors from attitudes? How do consumers make decisions? How do we consume and dispose of products? To answer these questions, consumer behavior draws heavily on the disciplines of psychology, economics, sociology and anthropology. In this course, you will survey the relevant theory and learn how to apply these concepts to real world marketing situations. Class-time discussion of theory always will be supported with examples drawn from past and current business practices as well as consumers everyday lives; we will be considering the social, ethical, regulatory, environmental and technological contexts in which consumers think and act. This course has a North American emphasis but we also will be comparing and contrasting international examples with consumer behavior in Canada and the United States. This course stresses understanding, application, and generalization rather than memorization. In every field that you are studying, the body of accepted knowledge is growing and changing at an increasingly rapid rate. Because your success as a marketer will depend in part on your ability to find out about new knowledge and apply it to your own marketing problems, your performance in this course will be evaluated in terms of how well you are able to integrate textbook theory with business facts to arrive at explanations and recommendations. LEARNING OUTCOMES Skills-related Objectives Upon successful completion of this course, students will have acquired experience in: preparation for and participation in classroom discussion; group project management; preparation of written reports that demonstrate professionalism and proficiency in communication; business presentation skills. Course Content Mastery Objectives Upon successful completion of this course, students will: understand current psychological, sociological and anthropological theories that provide insight into consumer behavior; recognize which theoretical concepts are relevant to a particular decision-making context (such as a case study or discussion question), demonstrate clearly how these principles apply, and provide responses that are supported with evidence; be able to apply theory to address real world marketing problems.

3 3MB3 Fall of 15 COURSE MATERIALS AND READINGS Consumer Behavior: Buying, Having and Being, 6 th Canadian Edition. Solomon, White and Dahl, Prentice-Hall, There should be several second-hand copies available and also some of the 5 th edition. The 5 th edition has the same title but the authors are Solomon, Zaichowsky and Polegato. If you take good notes in class, you may not need to purchase a text. You might also consider sharing one with a friend. Keep in mind, however, that you may want one of your own for your exams. One copy of the text has been placed on reserve at Innis Library. Influence: Science and Practice, 5 th edition. Robert B. Cialdini, Pearson, You will need this text for your group assignment but your group can buy just one and share it. The older edition is titled Influence: The Psychology of Persuasion. Any edition is acceptable and you may be able to find used copies on Amazon or Indigo/Chapters. One copy is on reserve at Innis. Commerce 3MB3 Courseware. This courseware contains the two cases that we will be discussing in class. Note that the actual case questions will be posted on Avenue. Avenue Website On this site you will find: PowerPoint lecture outline notes (because of copyright restrictions I am allowed to show you images in class but cannot post the complete slides on Avenue); the two cases that you will be handing in and instructions for completing them; one sample of a case assignment and its marking scheme; course documents like this outline, group member information, and any amendments to the course schedule; sample exams and exam writing tips; your marks. EVALUATION Components and Weights % Component Group Individual Individual Case Assignments 15% each) 30.0 Cialdini Group Exercise 15.0 Participation 10.0 Midterm Exam 20.0 Final Exam 25.0 Total 100.0

4 3MB3 Fall of 15 NOTE: The use of a McMaster standard calculator is allowed during examinations in this course. See McMaster calculator policy at the following URL: Grade Conversion At the end of the course your overall percentage grade will be converted to your letter grade in accordance with the following conversion scheme. LETTER GRADE PERCENT LETTER GRADE PERCENT A C A C A C B D B D B D F Communication and Feedback Students that are uncomfortable in directly approaching an instructor regarding a course concern may send a confidential and anonymous to the respective Area Chair (Dr. Ruhai Wu wuruhai@mcmaster.ca) or Associate Dean (adbusac@mcmaster.ca). Students who wish to correspond with instructors or TAs directly via must send messages that originate from their official McMaster University account. This protects the confidentiality and sensitivity of information as well as confirms the identity of the student. s regarding course issues should NOT be sent to the Administrative Assistant. Instructors are required to provide evaluation feedback for at least 10% of the final grade to students prior to Week #8 in the term. Instructors may conduct an informal course review with students by Week #4 to allow time for modifications in curriculum delivery. Students who wish to have a course component re-evaluated must complete the following form: In order for the component to be re-read: the component must be worth 10% or more of the final grade in the course students pay a fee of $50 in Gilmour Hall #209 (receipt is then brought to APO) the Area Chair will seek out an independent adjudicator to re-grade the component an adjustment to the grade for the component will be made if a grade change of three points or greater on the 12 point scale (equivalent to 10 marks out of 100) has been suggested by the adjudicator as assigned by the Area Chair if a grade change is made, the student fee will be refunded

5 3MB3 Fall of 15 Course Component Descriptions Individual Case Assignments (2) Students will complete two individual case assignments that apply textbook theory to real-world marketing situations. Further information about the specific content and expected format of these assignments are posted on Avenue. Participation I will be taking pictures in the first class so that I can learn your names as quickly as possible. I will be assessing your participation throughout the term using a four-level grading scheme (0 = not present, 1 = present but very little or no involvement, 2 = moderate involvement, 3 = active, thoughtful commentary). Marks will be recorded on Avenue and you should be checking these postings to ensure that they are consistent with your record of attendance and degree of contribution. Requests for review or changes to these grades must be made within a week of their posting. You cannot make up for low participation marks. Because all sections are full, you need to attend your own section unless it is necessary to switch on occasion. If you have a good reason for switching for a particular day, you should let me know in advance so that I will be prepared to adjust your attendance and participation. Priority always will be given to students who are actually registered in the section. Group Work: Cialdini Exercise The task here is very flexible and its primary purpose is to provide you with an incentive to read Cialdini s book. Your group is required to produce a 15-minute exercise for the class that links the concepts discussed by Cialdini with the concepts in your textbook. You could decide to put on a skit, create a quiz, develop a game show, etc. Further information about the specific content and expected format of this assignment are posted on Avenue. There also is a sample exercise. Think about group membership as early in the term as possible and form a group of five (groups of four or six will be considered if necessary). If you would like to form groups with members from other sections, you are free to do so. Keep in mind, however, that all group members must be available for the presentation; spots are limited and will be allocated on a first-come firstserved basis. You should be presenting in the section that represents the majority of students in your group. I expect to hear from you by on or before September 28 concerning group membership. Signup sheets for your presentation time slot will be posted on my door on October 2 and the first exercise is scheduled for Week 6 (Oct. 16, 18, 19). Make sure that group members arrive at mutually agreeable standards concerning how often and in what manner you will communicate and how you will ensure that you meet deadlines. Everyone needs to know about individual expectations concerning quality of work and standards of performance. Think about how you will handle situations such as differences in ability and effort. A group that contains individuals with substantial variance in individual performance standards and/or work ethics is more likely to become dysfunctional than one in which members

6 3MB3 Fall of 15 agree on expectations from the outset. Also make sure that everyone in your group understands the meaning of academic dishonesty in all of its forms. Midterm Exam The midterm exam is open book and will be one hour in length. This exam will consist of short answer questions that will require you to apply theory to consumer behavior problems. You are responsible for everything covered in class. However, specific questions about the case applications, assignments, particular videos and the Cialdini material will not appear on the exam. This exam is tentatively set for the evening of Monday October 27. Confirmation of the date, as well as the place and time of the examination will be communicated when it is available. Final Exam The final exam also is open book and will be two hours in length. This exam will be exactly the same format as the midterm (but double the length) and will be non-cumulative. The Office of the Registrar will post the time, date and location near the end of the term. ACADEMIC DISHONESTY You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results in or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: Grade of F assigned for academic dishonesty ), and/or suspension or expulsion from the university. It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at The following illustrates only three forms of academic dishonesty: 1. Plagiarism, e.g. the submission of work that is not one s own or for which other credit has been obtained. 2. Improper collaboration in group work. 3. Copying or using unauthorized aids in tests and examinations. In this course we will be using a web-based service (Turnitin.com) to reveal plagiarism. Students will be expected to submit their work electronically to Turnitin.com and in hard copy so that it can be checked for academic dishonesty. Students who do not wish to submit their work to Turnitin.com must still submit a copy to the instructor. No penalty will be assigned to a student who does not submit work to Turnitin.com. All submitted work is subject to normal verification that standards of academic integrity have been upheld (e.g., on-line search, etc.). To see the Turnitin.com Policy, please go to

7 3MB3 Fall of 15 REQUESTING RELIEF FOR MISSED ACADEMIC WORK 1. Students may request relief from a regularly scheduled midterm, test, assignment or other course component in the following two ways: a) for absences from classes lasting up to five (5) days; or b) for absences from classes lasting more than five (5) days. a) For absences from classes lasting up to five (5) days Students must use the MSAF (McMaster Student Absence Form). This is an on-line, self-reporting tool, for which submission of medical or other types of supporting documentation is normally not required. Students may use this tool to submit a maximum of one (1) request for relief of missed academic work per term. Students must follow up with their course instructors regarding the nature of the relief within two days of submitting the form. Failure to do so may negate the opportunity for relief. It is the prerogative of the instructor of the course to determine the appropriate relief for missed term work in his/her course. b) For absences from classes lasting more than five (5) days Students cannot use the MSAF. They MUST report to the APO to discuss their situation and will be required to provide appropriate supporting documentation. 2. Students who wish to submit more than one request for relief of missed academic work per term cannot use the MSAF. They must report to the APO and discuss their situation with an academic advisor. They will be required to provide supporting documentation and meet with the Director. 3. The MSAF cannot be used during any final examination period. 4. Students who require accommodations to meet a religious obligation or to celebrate an important religious holiday must make their requests in writing within three weeks of the start of term to the APO. 5. Students seeking relief due to: work-related (for part-time students only) commitments; representing the university at an academic or varsity athletic event; and/or conflicts between two (or more) overlapping scheduled midterm exams, have the option of applying for special exam arrangements. Such requests must be made to the APO at least ten (10) working days before the scheduled exam along with acceptable documentation. There will be only one common sitting for the special exam. Instructors cannot themselves allow students to unofficially write make-up exams/tests. Adjudication of the request must be handled by the APO. Students may request relief from a regularly scheduled midterm, test, assignment or other course component in the following two ways: a) for missed coursework worth less than 30% of the final grade (and/or absences

8 3MB3 Fall of 15 lasting less than 5 days); or b) for missed coursework worth 30% or more of the final grade (and/or absences lasting more than five (5) days a) For missed coursework worth less than 30% of the final grade (and/or absences lasting less than 5 days) Students must use the MSAF (McMaster Student Absence Form) for their first incidence of missed coursework worth less than 30% for each term. This is an on-line, self-reporting tool, for which submission of medical or other types of supporting documentation is normally not required. Students may use this tool to submit a maximum of one (1) request for relief of missed academic work per term as long as the weighting of the component is worth 29% of the final grade or less. Students must follow up with their course instructors regarding the nature of the relief within two days of submitting the form. Failure to do so may negate the opportunity for relief. It is the prerogative of the instructor of the course to determine the appropriate relief for missed term work in his/her course. If the value of the component is worth 30% or more, students must report to the APO to discuss their situation and will be required to provide appropriate supporting documentation. b) For missed coursework worth 30% or more of the final grade (and/or absences lasting more than five (5) days Students MUST report to the APO to discuss their situation and will be required to provide appropriate supporting documentation. If approved, students will be given access to the MSAF system where they will be required to enter the details of the missed coursework for which they were approved. Students must follow up with their course instructors regarding the nature of the relief within two days of submitting the form. Failure to do so may negate the opportunity for relief. It is the prerogative of the instructor of the course to determine the appropriate relief for missed term work in his/her course. Students who wish to submit more than one request for relief of missed academic work per term cannot use the online MSAF tool without permission. They must report to the APO and discuss their situation with an academic advisor. They will be required to provide supporting documentation and possibly meet with the Manager. The MSAF cannot be used during any final examination period. Regarding Midterm Conflicts Students unable to write a mid-term at the posted exam time due to the following reasons: religious; work-related (for part-time students only); representing university at an academic or varsity athletic event; conflicts between two overlapping scheduled mid-term exams; or other extenuating circumstances, have the option of applying for special exam arrangements. Please see the DeGroote Missed Course Work Policy for a list of conflicts that qualify for academic accommodation.

9 3MB3 Fall of 15 Such requests must be made to the Academic Programs Office at least ten (10) working days before the scheduled mid-term along with acceptable documentation. Instructors cannot themselves allow students to unofficially write make-up exams/tests. Adjudication of the request must be handled by the Academic Programs Office. If a mid-term exam is missed without a valid reason, students will receive a grade of zero (0) for that component. STUDENT ACCESSIBILITY SERVICES Students who require academic accommodation must contact Student Accessibility Services (SAS) to make arrangements with a Program Coordinator. Academic accommodations must be arranged for each term of study. Student Accessibility Services can be contacted by phone ext or sas@mcmaster.ca. For further information, consult McMaster University s Policy for Academic Accommodation of Students with Disabilities. POTENTIAL MODIFICATIONS TO THE COURSE The instructor and university reserve the right to modify elements of the course during the term. The university may change the dates and deadlines for any or all courses in extreme circumstances. If either type of modification becomes necessary, reasonable notice and communication with the students will be given with explanation and the opportunity to comment on changes. It is the responsibility of the student to check their McMaster and course websites weekly during the term and to note any changes. DETAILS FOR ONLINE COMPONENT In this course we will be using Avenue to Learn. Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.

10 3MB3 Fall of 15 Commerce 3MB3 Consumer Behavior Fall 2014 Course Schedule This schedule is subject to change if necessary. Instead of strict adherence to the text s organization, we will be following a framework that first places consumers in a broader social and cultural context, then examines consumers within smaller reference groups and their families. Next, consumers are discussed as individuals and the course finishes with strategy implications. Required reading for each class is indicated below. From time to time, material that expands on the required chapter readings will be provided in the PowerPoint slides. In addition to being ready to discuss the textbook material, you also will need to be prepared for two longer case discussions. The cases themselves ( Perrier for Pets and Marketing the California Avocado ) are included in your courseware package and the questions are posted on Avenue. Other material described as in-class exercises and in-class case applications will be distributed in class as needed. Because this year the course is starting on a Friday, misses a Monday class for Thanksgiving, and then a Friday class for the Midterm Recess, the overall course schedule becomes quite complicated after the Thanksgiving weekend. Your best strategy is to attend your own section whenever possible and only attend another section if necessary. In order to determine when another section will be receiving the content that you would be missing, check the schedule below for information about what we will cover in each week of your class, and also refer to the calendar at the end of this document as a handy reference concerning the content scheduling across the three sections. Week Dates Content 1 Sept. 5, 8, 10 2 Sept. 12, 15, Sept 19, 22, 24 Sept. 24 Sept. 29 Sept. 26, 29, Oct. 1 5 Oct. 3, 6, 8 Chapter 1 (course overview) Chapter 16: Cultural Influences on Consumer Behavior In-class case application: Eat and Run Chapter 17: The Creation and Diffusion of Culture In-class case application: Let the Robot Pick it Up Chapter 14: Canadian Identity and Subcultures Case Discussion: Perrier for Pets Chapter 13: Income and Social Class Chapter 15: Age Subcultures Chapter 11: Group Influence and Opinion Leadership In-class exercise Notification of group membership due by Signup sheets for Cialdini exercise posted on my door (DSB 213) at 10:30 am Continue Chapter 11: Group Influence and Opinion Leadership In-class case application: No One Buys No Name Trainers Chapter 12: Family Decision Making In-class exercise Chapter 2: Perception Chapter 3: Learning and Memory

11 3MB3 Fall of 15 Thurs. Oct. 9 6 Oct. 10, 15, 20 Oct. 17, 22, 27 7 Mon. Oct Oct. 24, 29, Nov. 3 9 Nov. 5, 7, Nov. 12, 14, 17 Tues. Nov Nov. 19, 21, Nov. 26, 28, Dec. 1 In-class case application: The Pitfalls of Reinforcement Case Assignment 1 due 4:30 p.m. Chapter 3, continued Midterm Exam Format and Review CIALDINI EXERCISE #1 Chapter 4: Motivation and Values In-class exercise Case Discussion: Marketing the California Avocado Chapter 5: The Self Tentative date for Midterm Exam Chapter 5, continued In-class case application: Is There Such a Thing as Women s Toothpaste? Chapter 6: Personality and Lifestyle In-class exercise CIALDINI EXERCISE #2 CIALDINI EXERCISE #3 Chapter 7: Attitudes In-class exercise Chapter 8: Attitude Change and Interactive Communications CIALDINI EXERCISE #4 Chapter 8, continued Chapter 9: Individual Decision Making CIALDINI EXERCISE #5 Case Assignment 2 due 4:30 p.m. Course Evaluations Chapter 9, continued In-class exercise Chapter 10: Buying and Disposing CIALDINI EXERCISE #6 CIALDINI EXERCISE #7 Chapter 10, continued CIALDINI EXERCISE #8 CIALDINI EXERCISE #9 Final Exam Review

12 3MB3 Fall of 15 September Sun Mon Tue Wed Thu Fri Sat Classes start 5 # # # # # # # # #3 Group info # #4 Cialdini signup 30

13 3MB3 Fall of 15 October Sun Mon Tue Wed Thu Fri Sat 1 #4 2 3 # #5 7 8 #5 9 Case 1 due 10 # Thanksgiving No class # # # # # #7 Midterm #8 30 Midterm recess 31 Midterm recess

14 3MB3 Fall of 15 November Sun Mon Tue Wed Thu Fri Sat #8 4 5 #9 6 7 # # # # #10 18 Case 2 due 19 # # # # #

15 3MB3 Fall of 15 December Sun Mon Tue Wed Thu Fri Sat 1 #