臺大消費(fèi)者行為誑程大綱（英文）

1、4/4消費(fèi)者行為（90學(xué)年度第二學(xué)期）TIME：Wednesdays 2：10-5：00PLACE：貳205INSTRUCTORS：練乃華Office: 貳608Tel: 23630231 ext. 3743e-mail: lien.twTEXTBOOK：Blackwell, Roger D., Paul W. Miniard, and James F. Engel (2001), Consumer Behavior, Harcourt. (華泰代理)COURSE WEBSITE: GRADING：Midterm Exam20%Final Exam20%Individual Assignmen

2、ts 30%Team Project 20%Class Participation10%NOTE:1. The exams may include multiple choice and essay questions drawing from the text, lectures, team project presentations, and class discussions. There will be no make-up exams, except in case of illness and provided you notify the instructor prior to

3、exam time. 2. Assignments are due at the beginning of the assigned date. Late work is subject to a 4/5 grade penalty.3. Separate handouts and class announcements will provide more details regarding the assignments and team project.CLASS SCHEDULE: (subject to change)DATETOPICTEXT READING2/20NO CLASS2

4、/27IntroductionChapter 1 & 23/6Consumer Decision Making Process I: Need Recognition and Search Chapter 33/13Consumer Decision Making II: EvaluationChapter 43/20Consumer Decision Making III: Post-Purchase ProcessChapter 63/27MotivationKnowledge Chapter 8Chapter 94/3NO CLASS (spring break)4/10Percepti

5、onChapter 144/17LearningChapter 15 (pp.461-464) & Chapter 164/24Attitude Formation and ChangeChapter 10Chapter 15 (pp. 464-481)5/1MIDTERM EXAM5/8Demographics, Psychographics, PersonalityChapter 75/15Culture, Ethnicity, and Social ClassChapter 115/22Family and Household InfluencesChapter 125/29Group

6、and Personal InfluencesChapter 136/5Team Project Presentations6/12Team Project Presentations 6/19FINAL EXAMPurchase Journal Entries:The point of these assignments is to have you introspect on your own behavior and the reasons for it as a way of realizing the complex processes through which consumers

7、 go in order to reach a decision. Please pick a product about which you have made a recent decision, and think about the processes you went through to get there. What were the influences on you? The deciding factors? I have attached an example at the end of this syllabus. The product doesnt have to

8、be complex or expensive, and please analyze your behavior using concepts from the course wherever possible. I would expect most of the entries to be 2-3 pp. long (typed, double-spaced, please). Team Project:In groups of four or five, I would like you to pick an industry and examine consumer behavior

9、 in that industry more closely. Who are the consumers, and how are they segmented? Can they be described by income, age, social class, culture, family status, lifestyle? How do consumers in this market make decisions about their purchases? How have marketers in this industry attempted to reach consu

10、mers, and what impact has this had on their buying behavior? How effective have marketers been overall? What might they do to improve their connection with consumers? Be sure that you consider all aspects of consumer behavior. You may have to define your industry rather narrowly to avoid having this

11、 become a runaway project (i.e., teen clothing, as opposed to apparel in general). The output of this study should be an oral presentation, 20 minutes long. I expect this to be presented as if you were a consulting team speaking to industry executives, advising them on how to do a better job of understandin