BUS 112.001 Consumer Behavior Instructor: Sherryl Berg-Ridenour Quarter: SUMMER 1 2018 Office: Olmsted 2329 Lecture time: TBD Phone: (951) 827-6329 SoBA Classroom: TBD Course Website: http://ilearn.ucr.edu/ Office Hours: TBD E-mail: [email protected]SoBA Mission Statement Our mission is to develop diverse leaders, propel research-based innovation and promote the sustainable growth of Inland Southern California within the global economy. We harness the powerful resources of UC and our location at the nexus of commerce to create a laboratory for education, research, and productive partnerships across economic enterprises. The strategic activities that propel our mission include: • Conducting basic and applied research in management that explores and informs the creation, development and management of growth; • Providing degree programs that prepare our students to be effective managers and responsible community leaders with a deep understanding of the dynamics of growth in both a regional and global context; • Partnering with business and community leaders through a shared commitment to exemplary growth; and • Delivering educational programs to executives and the public at large that respond to the needs of our local, state, national, and international communities. Undergraduate Program – Learning Goals Problem Solving Skills Students will be able to use a variety of theoretical perspectives to identify and critically evaluate implications of business decisions for organizational stakeholders (e.g., customers, colleagues, employees, stockholders, suppliers, foreign governments, communities, cultures, regulatory agencies) and the natural environment. Professional Integrity / Ethical Reasoning Skills Students will be able to recognize ethical issues, demonstrate familiarity with alternative frameworks for ethical reasoning, and discern trade-offs and implications of employing different ethical frames of reference when making business decisions.
Professional Integrity / Ethical Reasoning Skills Students will be able to recognize ethical issues, demonstrate familiarity with alternative frameworks for
ethical reasoning, and discern trade-offs and implications of employing different ethical frames of
Global Context Skills Students will be conversant with major economic, social, political, and technological trends and
conditions influencing foreign investment and development of the global economy and demonstrate an
understanding of the cultural, interpersonal and analytical competencies required for engaging in global
business activities.
Written Communication Skills Students will demonstrate proficiency in written communications by creating written document that are
clearly written, with appropriate content and conclusions.
Course description This course emphasizes an application of the principles of contemporary methods of marketing that underline the
significance of adopting a customer focus. This course analyzes consumer desire/needs and examines methods for satisfying them in order to learn how to create and stimulate demined for organization’s products and services. The material covered concentrates on both internal factors (beliefs, attitudes, perceptions, emotions) and external factors (class, peer groups, family structure, culture, society, stereotypes) which influence buying behavior. One goal of this course is to help you think differently (and
better) about how consumers arrive at judgments and choices in securing goods and services in the marketplace. By the end of the course you will be knowledgeable about consumer psychology and behavior.
Course/Learning objective The overall objective of this course is designed to help you gain a comprehensive understanding of marketing,
advertising and the variety tools of better understanding and meeting customer needs. Specially, this course will
provide you with the skills and knowledge to:
1. Understand consumer behavior theory and terminology
2. Describe common facets and psychology that goes into consumer decision-making
3. Understand economic, demographic and sociocultural trends in consumer behavior
4. Understand psychological models that are commonly applied to consumer behavior
5. Apply and interpret various theories as they relate to consumer behavior
6. Apply and common strategies to analyze how various products/ services may penetrate markets
7. Determine how to use consumer behavior theory is being utilized by organizations and companies
8. Apply common theories in retail markets
Prerequisite You must have satisfactorily completed BUS 103 or its equivalent in order to enroll in BUS 112. Concurrent enrollment is not acceptable. Course Materials • Cases will be posted on iLearn/discussed on discussion boards [DB] and in class.
• Textbook: CB 'Consumer Behavior' by Babin and Harris 8th Ed ISBN Number: 9781305577244 • Other material: Clickers will be used in class. Handouts in class. Also check iLearn for schedule changes,
and other materials.
Grading policy Evaluation
Points Distribution Graded assignments will be weighted as follows:
Graded Assignments Points Possible
Exams (Quiz #1, & #2 @ 100 pts each) 200
Final Exam 100
Individual Mind Map Paper 100
Debate Consumer Influential Factors 100
Group Reflection Paper 100
Discussion Board 3 DBs @ 100 pts each) 300
Out of Class Small Group Exercise (2 @20 pts each) 100
Total Points: 1000
Grades will be assigned as follows: A 930 – 100 4.00 C 730 – 769 2.00 A- 900 – 929 3.67 C- 700 – 729 1.67 B+ 870 – 899 3.33 D+ 670 – 699 1.33 B 830 – 869 3.00 D 630 – 669 1.00 B- 800 – 829 2.67 D- 600 – 620 0.67 C+ 770 – 790 2.33 F 0 – 599 0.00
Grades Grades will be posted throughout the term on iLearn. If you find any problem with your score, you must inform
the instructor within one week from the time this score is posted. After one week, scores will not be reviewed.
All emails should contain BUS112.101 / U17 in the subject heading.
A. Exam/Quiz Each exam will cover material in lecture, discussion boards [DB], and assigned readings. While exams are not
cumulative in terms of the chapters covered, the nature of marketing knowledge requires that you be familiar with
all of the previous material before you can completely understand new material. For the Final Exam questions
will used along with 50-60 M/C questions. Each Quiz will consist only of 50-60 M/C questions. Exams must be taken on the days scheduled. Make-Up Exam: The exams/Quiz will be given in class on the date specified. Make-up exams will only be given
in the case of a documented medical problem or family emergency and I must be informed in advance of the test.
B. Class Participation Timely attendance is mandatory, attend scheduled classes and arrive on time. Late arrivals are a distraction to
your fellow students and to the instructor and make it more difficult for you to participate actively in class
discussion.
C. Discussion Board
Real-world experience is also part of the process through the use of case studies and in class activities. Each case
study will showcase a creative design solutions, communication, marketing and ethical considerations in
consumer behavior. Case studies will be posted on the iLearn Discussion boards and discussed in class with in
class group exercises.
Discussion Board questions will be posted by WEDNESDAY and you will have until the following WEDNESDAY to answer questions, read through your fellow students’ postings and post comments on two peer
answers. For example, the first DB is posted 6/28 and DUE 7/5 before class. Posted after class penalty of
10pts. Posted 24 hours after due date -25 pts. You should have four postings in total for each DB. See Rubrics.
Each Discussion will be worth 100 points with the following break-down:
- 35 points for each question answered COMPLETELY [6-8 sentences each] - 10 points for each peer comment [3-4 sentences]
- 10 points for an outside reference [5pts in each answer @2 answers]
D. Course Website iLearn (http://www.ilearn.ucr.edu) will be used extensively to post the lecture slides, grade
discussion boards, accept reports, post additional course notes and reading materials, note any changes to the
class schedule, and group assignments. Please check the website regularly for updates. Lectures will be
posted after class. I will also occasionally send e-mails with important class-related information via iLearn.
Please make sure that your official address of record with the university is correct so that I can contact you
through the iLearn system.
E. Emails
When sending course related emails, be sure to include the course title/number in the subject heading
along with your name. Each email should contain BUS112.101 / U18
H. Academic Integrity
At the University of California, Riverside (UCR) honesty and integrity are fundamental values that guide and
inform us as individuals and as a community. The academic culture requires that each student take
responsibility for learning and for producing work that reflect their intellectual potential, curiosity, and
capability. Students must represent themselves truthfully, claim only work that is their own, acknowledge
their use of others’ words, research results, and ideas, using the methods accepted by the appropriate
academic disciplines and engage honestly in all academic assignments. Any breach of these ethics on any test
will result in a failed grade for that test and possible further action. To ensure the highest standard of
academic integrity, all students should be familiar with the guidelines posted at: http://conduct.ucr.edu/SiteCollectionDocuments/DocumentsFromStudentConduct/AcademicIntegrityBrochureStudent.pdf
F. Individual Mind Map Paper / Debate /Pair Reflection Paper
Scaffolding builds from one phase to the next building on each other. "Scaffolding" facilitates the climb from one
complex phase to the next, slightly more complex phase of Consumer Behavior. [i.e. Individual Mind Map & Paper, Debate on influences on purchase behavior, and Group Paper] each build on the
other to enhance understanding and retention. Scaffolding assignments can work toward greater knowledge and
understanding of Consumer Behavior [CB] as a whole and in particular. All the activities will center around
influencing factors in CB to help deepen your understanding in this area.
Here is a list of the assignments [the topic] with due dates
Assignment #1. Due: Week 2 DB on internal influences of purchasing 50 pts.
This DB is focused on the consumer Value Framework and the internal influences on each customer
purchasing behavior. Complete online by week 3. This assignment outlines certain influences on consumer
buying choices in general application. The discussion board [DB]asked you to apply this information to
yourself and read other student postings for a great diversity of understanding. Online activity. Read article & text. Answer questions and apply personally. Peer comments.
Describe major influences on a recent purchase. Build a Mind Map. Describe briefly social, culture, psychological, situational and personal influences on a recent purchase. Mind Map should have purchase item in the center, 5 determinants connected to topic, and 3-4 contributors
connected to each determinant. Write a short paper [3-4 pages, DB spaced] explaining your mind map. Present
Mind Map. Turn in mind map & 3-5-page paper [description] on iLearn. Discuss your mind map in a group setting and note differences/similarities. 10 pts In class activity
Any influential factors that stand out to your group? Note these differences.
Assignment #3. Due: Week 4 Debates/Controversies on influences 100 pts
Groups of 5-7 members debate on the 'greater influence' on Buying Behavior Students will be asked to examine their own mind map, discussion board, and/or factors discussed in text
then select an internal or external influence on buying behavior. Outside source also needed. Four [4] minute presentation with 1-3 slides and 1-minute rebuttal. Debate with another group. Introduction of topic and clarification of why this is a greater influence on Consumer Buying Behavior. Find one theory or noted theorist that supports your side of the argument from an outside source.
. Submit group notes on iLearn. 3-5 pages. Not APA format.
Assignment #4. Due: Week 5 Reflection Paper on Hierarchy of Influential Factors 140 pts.
Pair Assignment. Paper 10-15 pages. APA standard including bibliography. In groups of two members discuss the important influencers as debated in class. Reflect on the importance of each.
Create a hierarchy of influence from least to greatest influence. Discuss what you have learned on the influences
on consumer purchasing behavior include references to textbook, debates, and any outside sources. Rubrics will be
provided. Submit on iLearn on week 10. Paper is double-spaced, 12pt font, 10-15 pages. Turn in on iLearn under
week 10. APA format including bibliography. Paper on the hierarchy of influence DUE
Typical week in Ireland
Course Schedule
DAY
MON Read through material posted on iLearn Complete DB answers and peer postings to prepare for class. Enjoy the city
TUES 10am-2pm Lecture Hall Discuss theories on international marketing and work from DBs completed.
WED 10am-2pm Lecture Hall / Apply textbook readings Prepare for Environmental Analysis or Small group interviews for Special Studies
THURS 10am-2pm Lecture Hall Discuss any upcoming assignments.
FRI Open Day to explore city and discuss consumer behavior techniques as explored in the city.
Discussion Board Rubrics
Levels of Achievement
Criteria Novice Competent Proficient
Question #1
Question #2
1 Points each Posting does not mention
reading but some effort to
connect to topic can be
found
5-10 Points EACH
Topics of reading
mentioned but not
analyzed or
reflected upon
35 Points EACH
Answers incorporates topic of
reading into response, and adds
personal reflection (knowledge
gained from reading and applied
or reflection on)
Peer Comment #1 & #2
1 Points EACH Peer posting has a
questionable relationship
to peer answer material
5 Points EACH Clear relationship
between peer comments
and posting
10 Points EACH Postings
shows
agreement/disagreement with
peer posting and reasoning
behind the position,
acknowledges some validity
of peer viewpoint
References
0 Points Reference a book or
article but do not cite
Source
5 Points Each Cite reference from an
outside source & applied
well in answer
Each pair will present their hierarchy of influential factors specific addressing influences found in study abroad
country in a formal paper. 100 points. 8-15 Paper should include the following eight items. * Points deducted
from spelling, grammar, or format errors.
Pair Reflection Paper should include the following:
1. Abstract 200-250 words [5 points]
The abstract should include all of the major elements of your paper, including an introduction,
hypothesis, methods, results, and discussion.
2. Introduction of Topic Selection [5 points]. [3-4 paragraphs.] Introduction should include a brief definition of Consumer Behavior and the assignment. The introduction should introduce the topic and its importance along with a brief outline of paper
3. Presentation of hierarchy of influential factors in Customer Buying Behavior [40 points] a. Strategy and Process for arriving at the importance of each major and minor category
i. Hierarchy is illustrated and presented in paper b. Outside source and textbook agreement/disagreement on each major category c. Reflect on the importance of each to consumer behavior and apply personally d. This section is the bulk of your paper and should be 4-5 pages in length.
4. Discussion of the selection Mind Maps [10 points] [1-2 pages in length] a. How did your original mind maps fit into the newly formed hierarchy? b. What changes did comparison/contrast of the group mind maps make in decision process?
5. Discussion of Debates [10 points] [ 2 pages in length] a. Did your groups discussion of the important points in the debates change your attitudes,
understanding and/or placement of influential factors in the 'hierarchy of influence'
b. What specific points and outside sources brought up in the debates influenced your 'hierarchy c. Discuss opposing opinions on which factors are important
6. Discussion of any surprises that your group encountered in compiling this paper [5 points] [ 1 page] a. Did anything you heard in class or discovered in your special studies surprise you.
7. Discuss any ethics that need to be considered in any factor of your hierarchy of influential factors a. Approximately one to two pages in length. [10 points]
8. Any influential factors that your groups think needs exploration that was not discussed [5 points] a. why/why not factor was not acknowledged in text
b. any outside sources to support your idea that this is an influential factor [1-2 pages].
9. Conclusion [10 points] a. What did you learn about influence, how did scaffolding assignments help or hinder. b. Approximately one to two pages in length. c. Bibliography for outside sources and references to text d. Appendix should include SWOT on top factors and any notes from group meetings /class
debate * Paper on the hierarchy of influence DUE at end of session in country.
INDIVIDUAL PAPER.
Describe briefly social, culture, psychological, situational and personal influences on a recent purchase. Mind
Map should have purchase item in the center, 5 determinants connected to topic, and 3-4 contributors
connected to each determinant. Write a short paper [3-4 pages, DB spaced] explaining your mind map.
Mind Map & Paper should include the following:
The behavior of the consumer with regard to purchasing is affected by various factors and some are uncontrollable.
These factors are also called the determinants of consumer buying behavior. In your mind map these factors
should be applied to your specific purchase. How did this factor affect your purchase of a backpack or a
particular laptop or cell phone?
1) Cultural factors and consumer behavior: - a) Culture: culture is one of the important factors which affect the
consumer buying behavior. It is the family values, beliefs, perceptions and preferences affect the consumer buying
behavior. Like demand for fast food is the shift of cultural factors which created a market for them. b) Subculture:
the culture includes subculture within it like nationality, religious group, and communities etc. which affect the
consumer buying behavior. c) Social class: it is dividing the society in different social classes, where the
members of same social class share same likings.
2) Social factor and consumer behavior: - a) Family: the members of family play strong role on the consumer
buying behavior. b) reference group: it is not only the family which affect the consumer buying behavior but also
the group outside the family also affect the consumer buying behavior, with whom we interact like friends,
neighbors, co- workers etc.
c) Role and status: a person plays different role in the society. Like a role of son, husband, brother, student, business
person etc. as per the role played by him the likings of the person effects.
3) Personal factors a) Age and life style: the consumer buying behavior changes with the age of the consumer like
small child need toys, teenage needs fashionable clothes. b) Occupation: occupation also affects the consumer
buying behavior. If you are a working student this could affect your buying behavior. c) Income: the income also
affects the consumer buying behavior. d) Life style: it is the way of living of the person. Like some people like
luxury livings while some in simple living. d) Personality: personality also affects the consumer buying behavior.
Certain personalities are drawn to services and/or products. Much research is being developed to discover how
this factor can affect spending.
4) Psychological factors and consumer behavior: -a) Motivation: when the buyer’s need is raised to a particular
level they become the motives which affect the consumer buying behavior. b) Perception: this is how the buyer
receives, selects and organizes the information. c) Learning: learning affects the consumer buying behavior as a
result of his experience. d) Beliefs and attitude: belief means the opinion; attitude means the feeling of buyer
towards the object. So the marketer should try to fit their object to buyer’s existing attitude effect the consumer
buying behavior.
5) Purchase Situation: - A purchase decision can be strongly affected by the situation in which people find
themselves. a) as the nature of their physical environment b) their emotional state, or c) time constraints. Not all
situations are controllable, in which case a consumer may not follow their normal process for making a purchase
decision. For instance, if a person needs a product quickly and a store does not carry the brand they normally
purchase, the customer may choose a competitor’s product.
These factors and others are listed in your text book and PPTs for this class. BUS112 DUE JULY 10th
Information on sexual violence:
Preventing and responding to sexual violence, sexual assault, sexual harassment, dating/domestic
violence and stalking are top priorities for UC. This website provides the UC community with key
information about university support services should anyone ever have need of them.
http://sexualviolence.universityofcalifornia.edu/
Sample Mind Map Diagram to attached to short paper.
Microsoft Surface
Pro
Personal influences
Cultural Influences
Situational Influences
Psychological
Social
American Culture, Academic Culture. PC vs Apple culture, UCR subculture
Motivation to buy new, perception of ease of use, attitude towards Microsoft, ease of Learning
constraints on buying now , emotions connected to pu rchase, store appearance
Occupation uses Microsoft and PC friendly, income, lifestyle in S.CA. and UCR, Personality
reference / Family group, co - workers and r ole in life
