BMM651 CONSUMER BEHAVIOR THEORIES

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1 BMM651 CONSUMER BEHAVIOR THEORIES Academic Year 2013/14 Number of Aston Credits: 15 Number of ECTS Credits: 7.5 Staff Member Responsible for the Module: Dr. Kishore Gopalakrishna Pillai, Marketing Group Aston Business School Building Room 241 Extension: 3227 Availability: Office Hours sign up on-line. Or contact the Marketing group administrator Sam Doidge ABS 236 Module Lecturers: Dr Kishore Gopalakrishna Pillai, Ms Laura Chamberlain, Marketing Group, ABS Pre-requisites for the module: None. Mode of Attendance: Seminars (ten seminars of three hour duration) Module Objectives and Learning Outcomes: The main objectives of this seminar are a. To familiarize students with the key theoretical perspectives in consumer behaviour. b. To enable students to critically examine the theory and related empirical work. c. To facilitate students generation of ideas that could lead to research studies. The objectives will be achieved when you actively engage with the literature and constructively criticize the articles. This should equip you with the skills to come up with ideas that have the potential to be developed into a piece of sound research.

2 Link to Programme Level Outcomes: This Module is linked to A1, A2, A3, B1, B2, B3, B4, C1, C2, C3, D1, D2, D3, D5. Module Content: Week 1: Overview of consumer behaviour Week 2: Exposure/ attention/ perception Week 3: Memory Week 4: Learning/ knowledge Week 5: Week 6: Categorization/Judgement/decision making Attitudes/persuasion Week 7: Attitudes and behaviour Week 8: Affect/Emotions/Automaticity and non-conscious influences Week 9: Revision Week 10: Discussion of assessments Corporate Connections: The theories discussed have relevance to advertising and marketing research industries. Some of the discussion will be located in a corporate context. International Dimensions: This is a theory based seminar and, by definition, it has international validity. Contribution of Research: Some of the papers discussed in the seminar are in the research area of the module leader, Dr. Kishore Pillai. His research, hence, contributes to the discussion. One of the sessions is led by Ms Laura Chamberlain, as her research is closely allied to the central topic of the session.

3 Ethics, Responsibility & Sustainability: Students must be encouraged take due regard to ethical considerations and the impact these will have on all stakeholders involved in a research project. Sustainability and corporate responsibility is a recurring theme running through all marketing modules and it is expected that students will integrate these topics in relevant in project research. Method of Teaching: Seminars The seminar will be organized in ten 3 hour blocks, each devoted to a specific topic. Five papers will be assigned as reading for each topic. Students are expected to come prepared, after reading the papers. For each paper, there will be a discussion leader who will bring a one page summary of the paper. The summary should focus on these aspects: What are the main objectives of the study? What method was used to answer the research questions/ test the hypotheses? What are the key findings? Can the hypotheses be tested differently? What could the future research implications? Copies of the summary should be given to the other students and the module lecturer. The discussion leader is expected to lead the discussion on the paper, and the others will contribute actively. Method of Assessment and Feedback: There will be an assessment for the seminar. This will comprise (a) A written paper which summarizes the literature around a key theory, of 3,000 words and (b) A presentation on the paper (25 minutes) (Optional). Students are expected to follow the academic honour code. Referencing for the paper should follow the Journal of Marketing format. Learning Hours: Pre-reading 25 Contact hours 30 Class preparation 60 Directed learning/additional reading 15 Private study/assessment preparation 20 Total 150

4 The following readings are subject to change. Students should not therefore purchase textbooks prior to commencing their course. If students wish to undertake background reading before starting the course, many of the chapters/readings are available in electronic form via on-line library catalogues and other resources Pre-reading: Any standard textbook (Masters level) on consumer behavior. Essential Reading Session 1: Overview of consumer behaviour Calder, B.J. and A.M. Tybout (1987), What Consumer Research is..., Journal of Consumer Research, 14 (Jun), Simonson, Itamar, Z. Carmon, R. Dhar, A. Drolet and S. Nowlis (2001), Consumer Research: In Search of Identity, Annual Review of Psychology, 52, Kardes, Frank R. (1996), In Defense of Experimental Consumer Psychology, Journal of Consumer Psychology, 5 (3), Holbrook, M.B. and J. O'Shaughnessy (1988), On the Scientific Status of Consumer Research and the Need for an Interpretive Approach to Studying Consumption Behavior, Journal of Consumer Research, 15 (Dec), Bazerman, Max H. (2001), Consumer Research for Consumers, Journal of Consumer Research, 27 (Mar), Session 2: Exposure/ attention/ perception Shapiro, Stewart (1999), When an Ad s Influence is beyond our Conscious Control: Perceptual and Conceptual Fluency Effects Caused by Incidental Exposure, Journal of Consumer Research, 26 (Jun), Mackenzie, S.B. (1986), The Role of Attention in Mediating the Effect of Advertising on Attribute Importance, Journal of Consumer Research, 13 (Sep), Morales, Andrea C. and Gavan J. Fitzsimons (2007), Product Contagion: Changing Consumer Evaluations through Physical Contact with Disgusting Products, Journal of Marketing Research, 44 (May), Gorn, Gerry, Amitava Chattopadhyay, Jaideep Sengupta, and Shashank Tripathi (2004), Waiting for the Web: How Screen Color Affects Time Perception, Journal of Marketing Research, 41 (May),

5 Shapiro, S., D. MacInnis and S. Heckler (1997), The Effect of Incidental Ad Exposure on the Formation of Consideration Sets, Journal of Consumer Research, 24 (Jun), Session 3: Memory Lynch, John G. and Thomas Srull (1982), Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods, Journal of Consumer Research, 9 (Jun), Shapiro, Stewart and Mark T. Spence (2002), Factors Affecting Encoding, Retrieval, and Alignment of Sensory Attributes in a Memory-Based Brand Choice Task, Journal of Consumer Research, 28 (March), Alba, Joseph W. and Amitava Chattopadhyay (1985), Effects of Context and Part Category Cues on Recall of Competing Brands, Journal of Marketing Research, 22 (Aug), Braun, Kathryn (1999), Postexperience Advertising Effects on Consumer Memory, Journal of Consumer Research, 25 (Mar), Janiszewski, C, Hayden Noel and Alan Sawyer (2003), A Meta-Analysis of the Spacing Effect in Verbal Learning: Implications for Research on Advertising Repetition and Consumer Memory, Journal of Consumer Research, 30 (Jun), Session 4: Learning/ knowledge Van Osselaer, Stijn M.J. and Chris Janiszewski (2001), Two Ways of Learning Brand Associations, Journal of Consumer Research, 28 (Sep), Gregan-Paxton, Jennifer and Deborah Roedder John (1997), Consumer Learning by Analogy: A Model of Internal Knowledge Transfer, Journal of Consumer Research, 24 (Dec) Wood, Stacy L., and John G. Lynch, Jr. (2002), Prior Knowledge and Complacency in New Product Learning, Journal of Consumer Research, 29 (Dec), Alba, Joseph W. and J. Wesley Hutchinson (1987), Dimensions of Consumer Expertise, Journal of Consumer Research, 13 (Mar), Alba, Joseph W. and J. Wesley Hutchinson (2000), Knowledge Calibration: What Consumers Know and What They Think They Know, Journal of Consumer Research, 27(Sep), Session 5: Categorization/ Judgment and Decision making Moreau, C. Page, Arthur B. Markman and Donald R. Lehmann (2001), What Is It? Categorization Flexibility and Consumers Responses to Really New Products, Journal of Consumer Research, 27 (Mar),

6 Boush, David M. and Barbara Loken (1991), A Process-Tracing Study of Brand Extension Evaluation, Journal of Marketing Research, 28 (Feb) Chakravarti, Amitav, Chris Janiszewski, and Gülden Ülkümen (2006), The Neglect of Prescreening Information, Journal of Marketing Research, 43 (November), Kahneman, Daniel and Amos Tversky (1984), "Choices, Values, and Frames", American Psychologist, 39 (April), Kahneman, Daniel and Amos Tversky (1979), "Prospect Theory: An Analysis of Decision Under Risk, Econometrica, 47 (March), Thaler, Richard H. (1985), "Mental Accounting and Consumer Choice", Marketing Science, 4 (Summer), Ariely, Dan (2000), Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences, Journal of Consumer Research, 27 (Sep), Session 6: Attitudes/ persuasion Petty, Richard E., John T. Cacioppo and David Schumann (1983), Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, Journal of Consumer Research, 10 (Sep), Fazio, Russell H., D.M. Sanbonmatsu, M.C. Powell and F.R. Kardes (1986), On the Automatic Activation of Attitudes, Journal of Personality and Social Psychology, 50, Ahluwalia, R. (2000), Examination of Psychological Processes Underlying Resistance to Persuasion, Journal of Consumer Research, 27 (Sep), Friedstat, M., and P.Wright (1994), The Persuasion Knowledge Model: How People Cope With Persuasion Attempts, Journal of Consumer Research, 21, Campbell, M.C., and A. Kirmani (2000), Consumers Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent, Journal of Consumer Research, 27, Session 7: Attitudes and behaviour Ajzen, I. (1991), The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50, Fazio, Russell H., Martha C. Powell and Carol J. Williams (1989), The Role of Attitude Accessibility in the Attitude-to-Behavior Process, Journal of Consumer Research, 16 (Dec),

7 Sengupta, Jaideep and Gavan J. Fitzsimons (2000), The Effects of Analyzing Reasons forbrand Preferences: Disruption or Reinforcement, Journal of Marketing Research, 37(3), Aaker, Jennifer, Susan Fournier and S. Adam Brasel (2004), When Good Brands Do Bad, Journal of Consumer Research, 31 (June), Meyvis, Tom and Alan Cooke (2007), Learning From Mixed Feedback: Anticipation of the Future Reduces Appreciation of the Present, Journal of Consumer Research, 34 (August), Session 8: Affect/ Emotions /Automaticity and nonconscious influences Zajonc, Robert B. and Hazel Markus (1982), Affective and Cognitive Factors in Preferences, Journal of Consumer Research, 9 (Sept), Luce, Mary Frances, John W. Payne, and James R. Bettman (1999). Emotional Trade-Off Difficulty and Choice. Journal of Marketing Research, 36, Richins, Marsha (1997), Measuring Emotions in the Consumption Experience, Journal of Consumer Research, 24 (September), 1997, Agrawal, Nidhi, Geeta Menon, and Jennifer L. Aaker (2007), Getting Emotional About Health, Journal of Marketing Research, 44 (February), Bargh, John A. (2002), Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation, Journal of Consumer Research, 29 (Sep), Chartrand, Tanya L., Joel Huber, Baba Shiv, and Robin J. Tanner (2008), Nonconscious Goals and Consumer Choice, Journal of Consumer Research, 35 (August), Fitzsimons, Grainee M., Tanya L. Chartrand and Gavan J. Fitzsimons (2008), Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes you Think Different, Journal of Consumer Research (June), Ferguson, Melissa J. (2007), On the Automatic Evaluation of End-States, Journal of Personality and Social Psychology, 92, 4, Recommended Journals: Journal of Consumer Research Journal of Consumer Psychology Journal of Marketing Research Psychology and Marketing