MKTG 490

Pamela Miles Homer, Ph.D.
Professor of Marketing
California State University, Long Beach
"If one advances confidently in the direction of his dreams, and endeavors to live the life which he has imagined, he will meet
with a success unexpected in common hours."
[Henry David Thoreau]

"...knowledge is not a mere extrinsic or accidental advantage, which is ours today and another's tomorrow, which may be got up from a book, and easily forgotten again, which we can command or communicate at our pleasure, which we can borrow for the occasion, carry about in
our hand, and take into the market; it is an acquired illumination, it is a habit, a personal possession, and an inward endowment."
[John Henry Cardinal Newman]

Classroom, Meeting Times, and Office Hours

CBA 230/237A [Tuesday 4:00-6:45PM & 7:00-9:45PM]
Office: CBA 348 [Office Hours are after class, and by appointment]

Course Description and Objectives

Prerequisites: MKTG300

This course seeks to provide the student with an interdisciplinary study using social and behavioral science concepts to explain consumer motivation, information processing, and consumption behavior. More specifically, the course incorporates research from a variety of disciplines (e.g., psychology, sociology, and marketing) to explore topic areas including information processing, involvement, affect and emotion, attitudes and attitude change, individual factors (e.g., personality), group processes (e.g., reference group and family/household influences), social influences (e.g., culture and subcultures), and consumption decision processes. The implications for marketing strategy are a key concern and focal point.

Consumer Behavior is an especially dynamic and exciting discipline that has (and will continue to) provided numerous insights and implications for both marketing researchers and practitioners. Although consumer behavior is usually associated with the marketing discipline, it draws on and contributes to a wide variety of disciplines (e.g., Anthropology, Psychology, Sociology, Communication, and Economics, to name a few). The pervasiveness of consumer behavior is illustrated by the fact that the Journal of Consumer Research is co-sponsored by numerous interdisciplinary organizations.

In this course, we examine consumer behavior from several of these perspectives. There is a lot left to be learned and numerous issues are still unresolved, many due to the explosion of the Internet and other digital media. Theoretical foundations will be discussed, but an equivalent amount of attention is devoted to practical applications. You are expected to understand the various theoretical perspectives, but you are also be expected to understand how and why they are important to marketers. This ability to apply the course concepts will be assessed in exams, a team project, and individual assignments.

In summary, six learning vehicles are used in the course -- (a) readings, (b) lectures, (c) discussion, (d) assignments, (e) execution and presentation of a Team Project, and (f) exams -- to accomplish the basic course goals and objectives.

Course Objectives: This course aims to do the following:

A lot of material must be covered in this course, and as a result, much of this class is conducted in a lecture format. The course is structured to allow ample opportunity for interaction among students, as well as between students and the instructor. In addition, students are expected to actively participate in class discussion. So, please come prepared to discuss the assigned material, to share your own personal experiences that are relevant, and to ask informed questions.

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Course Materials

Required Textbook:

Click here to go to the Students' Book Companion Site for this textbook. If you want to purchase this book from the publisher, click here.

Additional/Supplemental Required Materials: PowerPoint handouts [Class Notes Packet 2012] is available at the Campus Bookstore Copy Center in the 49er Shop (by the start of Spring term). These materials are not available elsewhere and are not posted online. Do not buy used copies as this packet is revised for each class. [NOTE: It is each student's responsibility to purchase all relevant items PRIOR to class. Class will not be delayed for those who arrive without the necessary lecture notes, etc.]

Supplemental readings (most in PDF format) are available on the Web (see links in the Course Schedule below). More recent readings may be assigned as the term progresses -- these will be announced and/or distributed via e-mail. Any assigned readings are required and may serve as exam material.

All students are required to have an active e-mail account (registered with BeachBoard) and access to the Internet. Please check your e-mail inbox regularly for course updates/announcements (e.g., additional readings, assignments, changes in the schedule, etc.).

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Attendance and Participation

Everyone is expected to attend class regularly (including all guest speaker and class presentations). Other commitments such as class schedule conflicts and work are not acceptable excuses for missing class. Failure to attend class and participate (see additinal commments in the Course Evaluation section) will be reflected in your (1) exam scores (tests cover text material, class lectures, and assigned readings), (2) assignment grades, (3) class participation score, and (4) final letter grade. If you must miss a session, please get class notes, announcements, etc. from a classmate. You are also expected to read the daily assignments PRIOR to class! Your motivation and discipline will help make the class an enjoyable experience.

Anyone who misses a class is responsible for what transpired that day. It is your responsibility to contact a classmate and to log on to this Web site to determine what you missed. Please do NOT contact me via phone or e-mail about missed classes.

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Course Evaluation

Grades will be based on the following factors:*

Exams (2 of equal weight)
55%
Journal Article Review & Current Article Summary
10%
Team Project/PowerPointPresentation
30%
In-class Exercises, Participation, and Attendance
5%
[*NOTE: These percentages may change, depending on class motivation and performance.]

Your final course grade is a function of your performance relative to the performance of the others in the class. Individual exam grades are not curved -- any adjustments (if any - most likely none) are made only on total points (at the end of the term). Given the small class size, do NOT expect any "curve" or adjustments from the traditional grading policy (i.e., 'A' = 90%+, 'B' = 80-89.99%, 'C' = 70-79.99%, 'D' = 60-69.99%, 'F' < 60, based on total points earned).

Three exams are given throughout the semester. Two midterm exams cover approximately one-half of the course material. The Final Exam is comprehensive and given per the University final exam schedule. Your course grade is based on the best 2 exam scores and thus, the Final Exam may be 'optional' if you perform well on Midterm Exam 1 and Midterm Exam 2. The exact format of each exam will be explained prior to the scheduled test date. Exams are designed to assess your knowledge of the material and your understanding of how the concepts are interrelated. Thus, they are challenging and mere memorization of the text and/or class notes will not assure a passing grade by any means. [NOTE: Any student who fails both exams will fail the course.]

There are NO MAKE-UP EXAMS for any reason. The only exceptions are those specified in the University "Excused Absences Policy Statement" (e.g., hospitalization, death of an immediate family member). [See comments below in the General Policies section.]

To earn points for class participation, you must attend class and make an active and valuable contribution to class discussion. as judged by the instructor (i.e., ask relevant questions, offer true insight). Mere attendance is not sufficient. When class roll is taken, you must be present to earn those points (i.e., leaving class early will prevent you from receiving those points, NO exceptions). [Random exits from class are rude and disrespectful, and such behavior will not be rewarded.]

Unannounced in-class exercises may be performed, in part dependent on class motivation and performance (i.e., less motivation means more of these types of assignments). There are NO make-ups for such exercises.

NOTES: All written assignments (including PowerPoint slides) must be well organized, using an interesting writing style that is grammatically correct (regardless of what your native language is). Expect a severe grade reduction for poor grammar. Individual grades for each of the team-based assignments are assigned based on the group effort, and peer evaluations. Thus, all team members may not receive the same final project grade.

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Assignments

Journal Article Review & Current Article Summary

Journal Article Review: Each student must locate one (1) journal article that relates to class discussion in the Journal of Consumer Research (JCR), regarded by most as the top journal in the field. [For free downloads, access JCR via the CSULB Library web site.] For this academic journal article, be sure to summarize the underlying theories and conclusions. Be critical in your review. The statistical portions of the article may be challenging to understand, but you are capable of evaluating the conceptual and theoretical aspects.

Provide a brief (one page , single-spaced) critical summary in which you give (1) the complete reference author name(s), title, date of publication, journal, volume number, page numbers], (2) an overview of the purpose and hypotheses (as appropriate), (2) a summary of the findings and their meaning, and (3) a critique in which you highlight flaws, limitations, etc. Lastly (4), give at least one idea for a new research study that ‘came to mind’ as you read the article. [Attach a copy of the first page (which includes the abstract) of the article to the review.] This review is due on or before April 10 (at the start of class).

What to submit:

Current Article Summary: In addition, each student will locate one (1) current article (2011 publication) in a general business publication (e.g., Advertising Age, Business Week, Time, daily newspaper). Write a short summary of how each article relates to a specific area of consumer behavior: i.e., what are the implications for practitioners and/or academicians? Be prepared to briefly discuss the article orally in class on the assigned day. This assignment serves as a good way to start the class as it provides us all with (timely) useful information related to consumer behavior.

Article Schedule Signups: Each student must signup for a specific date to present his/her article so as to distribute them over the semester. Go to the Sona web site used for the Marketing Subject Pool to register. [Do not use a Yahoo email account to register as the Sona system is not compatible with Yahoo.] After you register, click on "My Studies," then click on "MKTG490 Article Schedule." Sign up for one of the available dates (5 students per day maximum). Be sure that you sign up for the correct time slot (4PM or 7PM, depending on course section). Signups are on a first-come first-served basis. The Sona system will send you a reminder 24 hours before your article is due.

The general publication articles are graded on a pass/fail basis. If you fail to complete this assigment on the scheduled date, you will receive a one percentage point reduction in total course points earned. The Journal of Consumer Research article summary is graded.

Team PowerPoint Presentation

As per course objectives and learning goals, a major requirement of this course is a team-based in-depth study of a timely and important consumer behavior phenomenon, i.e., material possession/brand love. Kleine and Baker (2004) review the material possession attachment literature and Lastovicka and Sirianni (2011) develop and test their three-factor conceptualization of material possession love. Using these two articles as a foundation, teams will explore brand love as it relates to a single car model. Each team will focus on a model of their choosing that meets with instructor approval. The project includes both secondary and primary research:

Status Report: One project status report is required. In that report (single-spaced, 3 page maximum), provide the following:

  1. Secondary Research & Objective Summary: (a) Identify your target vehicle. Why selected? (b) Summarize relevant literature dealing with Possession Love and related topics. (c) State clear list of project objectives.
  2. Online Conversation Summary: Summarize what is being said online (e.g., blogs, brand community web sites, product reviews, social networks).
  3. Methodology Summary: Summarize your chosen methodology. What questions and activities will be used to motivate informants to share their deeper thoughts and emotions about their brand connection/bond?
  4. Format: Word document, 11/12-pt proportional font, single-spaced, 1" (or .9") margins, names of all team members at the top of page 1.
  5. Submit by March 26, 5PM via email to pamela@csulb.edu [copy ALL team members].
  6. Submit PDF format document to the BB Dropbox (Project Status Report folder).

What to submit (Final Project): Each team is required to submit the following:

All team members must make a sufficient contribution to the presentation -- must actively participate (speak) to demonstrate their oral skills and understanding of the content (additional suggestions for presentations will be given in class). Individual project grades are assigned based on the group written effort (including content, PP slides, etc.), project proposal summary, individual performance in the presentation, and peer evaluation. Please carry your weight in the group or your final grade will suffer significantly!

Team Cohesiveness and Cooperation: Team members must work together, be respectful of others, communicate, meet deadlines, attend scheduled meetings, perform assigned tasks, etc. - or the final project will suffer. If individual members are not making a contribution or there are other team-releated problems, members should try to resolve those before informing the instructor. As a final resort, teams can "fire" members who fail to make a meaningful contribution (with instructor approval).

NOTE: This is a business report, i.e., NOT an editorial or political statement. Any recommendations must be linked to the data (including past empirical evidence that you may locate), and not mere opinions of group members.

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Basic Format of the PowerPoint Presentation*

  1. Introduction (why is this important and how will it benefit the discipline and/or practitioners?), including a clear statement of the objectives. "Set up" the presentation for the audience as you also attempt to attract and retain their attention and interest.
  2. As appropriate, present a summary (critical review) of empirical evidence based on a THOROUGH search of available resources. The various secondary sources should be discussed and interrelated in a coherent, well-organized fashion (i.e., do NOT merely list or summarize each article in a "bibliographic" format). Click here for a list of academic journals (also referred to as scholarly journals) in the field of Marketing.
    1. Take care to "connect" the various subsections of the presentation, using headings/subheadings as appropriate.
  3. Hypotheses and rationale (if appropriate).
  4. Methodology: describe in detail the research design, sample, etc. (for primary data that you collect via in-depth interviews).
  5. Primary Empirical Results: describe in detail the important findings.
  6. Conclusions, Limitations, & Recommendations: Interpret the findings. What do your results mean? Be Specific! How are your findings related to previous research - do they confirm, contradict? Include mention of limitations of the research. The key goal is to enhance understanding of the concept of "brand love" and all that it entails. Secondarily, how do your findings benefit the specific manufacturer of your team's vehicle?
    1. As appropriate, include tables, graphs, and figures, with text below describing them (briefly and directly). These should be easy to understand and make straight-forward points. Review Tables 1-3 of Parker Chaffee's (2009) study of the World of Warcraft. Use those as a "template".
    2. Appendices may also be attached (e.g., survey instrument and other technical details not included in the PowerPoint slides or handouts that you submit).
  7. Summary -- give closure to your presentation (do not merely stop). End on a high note.
  8. Revise, revise, revise, revise.
  9. Review FJ Cruiser and Team Prius, sample projects from previous terms.
  10. * Note: When in doubt about format, style, content, etc., please ask me. Better safe than sorry. [Please review the comments below.]

Additional Preparation Guidelines for the Presentation

  1. Be sure to include sufficient material based on individual thought (i.e., do not merely regurgitate what you have found in library sources). I expect a THOROUGH analysis of all available sources of information. Do NOT limit yourself to one medium (e.g., the Internet) or to some preset number of resources. Keep searching for data until you exhaust all possibilities and all new sources replicate those you already have.
  2. Computer-generated, print on heavy-duty paper (letter quality print). If you bind your PP slides and references, use spiral binding. No plastic covers please.
  3. Proofread-- check that your spelling, grammar, and punctuation are correct!!! The presentation should read and sound like one person prepared it.
  4. Pay strict attention to organization. Be certain to provide effective transitions between sections.
  5. Pay strict attention to font/typeface size. All slides must be readable from the back of the room. Do NOT merely insert Word documents into PowerPoint slides.
  6. Be sure that you verbally interpret information presented in tables. Do not merely show tables, expecting the audience to do all the interpretation and to draw all conclusions. That is your job.
  7. On the day of the presentation, submit a printed copy of your team's PP slides, appendices, and a complete list of all references. [Follow the reference style in current issues of the Journal of Marketing, Journal of Consumer Research, and Journal of Advertising. See Style Sheet for more details.]
  8. Revise, revise, revise. Rehearse, rehearse, rehearse.

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Exam Guidelines

You will be informed about the exact nature/format of each exam prior to the scheduled test date. Typically, MKTG490 exams use a combination of objective and essay formats. For essay questions, I suggest the following:

  1. Outline your answer on scrap paper (provided at the exam).
  2. I am interested in your ability to communicate and to speak specifically, and not in vague, meaningless terms. Therefore, examples are often useful. But, please be complete and sufficiently detailed in your response! Some questions appear general and easy, but again, I am looking for you to provide specifics that demonstrate your understanding of the material.
  3. If you are asked to draw conclusions or to provide marketing implications, BE SPECIFIC. Do not merely state the obvious such as "this is useful to marketers because it helps them segment markets." I expect more than that.
  4. Be careful to answer the question that is being asked and to address ALL portions of each question or you will lose unnecessary points.
  5. For problems requiring calculations, show ALL work! You will not receive credit for answers without work.
  6. Proofread all answers carefully! If you inadvertently misspeak or leave out a word(s), it may hurt your grade. I can give credit only for what you say, not what I think you meant to say.
  7. Lastly, for handwritten exams, please write neatly or you will not be given credit for what the I can't understand.

For multiple-choice items, individual exam questions require you to select the single best answer. All alternatives are designed to be reasonably attractive. Please read each question and alternative carefully!! Expect several "not" questions. That is, questions that take the form, "Which of the following is NOT a major factor to consider in developing ..." You are looking for the alternative that does not fit. Remember, if any one aspect of an alternative response to an objective question is false, the alternative is false. Objective questions tend to be application-oriented: i.e., students must apply concepts to select the correct response.

The questions are designed to assess your ability to think so you should be able to relate various concepts discussed in class. They are, however, challenging and require careful reading. One word can alter the meaning of a sentence so please do not be hasty. You will have sufficient time to complete the exam. NOTE: Do NOT use the number of 'a', 'b', 'c', etc. responses as a means of determining an answer. Exams typically have a disproportionate number of answers for each letter alternative.

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General Policies

The only possibility of an exception to a deadline or exam date are those specified in the University "Excused Absences Policy Statement" (e.g., hospitalization, death of an immediate family member). [Documentation is required.] A visit to the student health center or a doctor's appointment is NOT an acceptable excuse for missing class or for delinquent assignments. And, I must be informed of a problem prior to the exam date or assignment deadline (i.e., not the day an assignment is due or a test is scheduled). If you anticipate getting a cold or having some other debilitating experience (e.g., typing and/or printing problems), I suggest that you start assignments and projects well ahead of the due date.

As far as "special consideration" is concerned, ALL students are treated equally: to do otherwise is unethical, unfair, and violates University policy. Thus, there are no "extra credit" options or grade adjustments given to select students.

Classroom Conduct Rules and Guidelines

It is important that students are repectful towards instructors and fellow classmates, and that their behaviors not interfere with nor disrupt class activities. Therefore, please adhere to the following rules when attending MKTG 490 (as outlined in Department "Rules for Classroom Conduct and Behavior").

Academic Integrity

You are expected to do original work for all assignments, including exams. Students are responsible for their own conduct and all cases of dishonesty (e.g., plagiarism, cheating) will be reported to the proper university officials. Students are expected to adhere to CBA and University policies regarding Academic Integrity. Please avoid an embarrassing or unfortunate situation.

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Course Schedule (or what is happening when)

The tentative (to be revised before classes begin) course outline below indicates the approximate dates when selected topics are discussed. Note that students are expected to complete the reading assignments prior to coming to class on dates indicated below. This will assist in note taking and will result in more insightful class discussion.

If additional readings are assigned and/or if changes in the schedule are necessary (e.g., to accommodate guest speakers), students are held responsible for such changes as announced in class and on the Internet. Course updates and announcements are distributed via the BeachBoard e-mail system. Please check the schedule below and your e-mail inbox regularly for the latest class announcements. [Internet access and an e-mail account (registered with BeachBoard) are required of all students.] 

Course Schedule (Spring 2012)

Date

Topic(s)

Assignment*

January 24

Introduction and Overview
Understanding Consumer Behavior
Class meets in CBA 237A

Syllabus; Chapters 1 and 2 (and pp. 28-31).
Form Project teams & assign current articles.
View BeachBoard video tutorial (3 mins.).

January 31

The Psychological Core
Motivation, Ability, Opportunity
Information Processing (Exposure, Attention, Perception)

 

Chapters 2 - 4. Print revised PP slides.
The ELM, If Your Brain Has a 'Push Button', Women Use More of Brain,Why Mona Lisa Smiles, Obsession with Possessions, Do Men Prefer Cars to Sex?, Negativity EffectO, Violence & Sex Impair MemoryO, What Ever Happened to Serendipity?O, His & Her BrainsO.
Start working on Team Project - read related articles linked above in the Assignments section.

February 7

Speaker: Susan Jackson
More on Information Processing
Knowledge & Understanding
Overview of Interviewing Methods

Continuation of above.
In-Depth Interview Guide [posted on the Content area of BB]
Theory in Consumer BehaviorO

February 14

Memory, Retrieval & Learning

Chapter 7. Download 2 added PP slides.
Memory Lane, Memory SystemsO.
February 21 Attitudes/Emotion & Effort/Involvement Chapters 5 & 6.
February 28 More on Attitudes and Attitude Measurement Chapters 5 & 6.
March 6 Group Meetings

 Come prepared with content outline, research methodolgy summary (detail your plans for the interview sessions), sample in-depth interview questions, etc. The more that you do prior to the meeting, the more I can help you.
Essay Exam distributed.
March 13 Exam 1 [TurnItIn Essay Exam due by 6PM] Print copy of take home exam due by 6PM
March 20 Problem Recognition & Information Search
Judgment & Decision Making
Post-Decision Processes 		Chapters 8 - 11.

March 20

Diversity/Subcultures

 

Chapter 12: pp. 314-324.
[Note: Demographic influences will not be discussed in class. Review that material on your own: pp. 301-313).] Review Census Ethnic Report.
Read Generation X, Racial Identity, Brands Cater to Muslim Buyers, Men Are Becoming Ad Targets, Gen Y StatsO.
March 26 Team Project Status Report Due [5pm] See details above and follow the In-Depth Interview Guide. Send Word document via email to pamela@csulb.edu and copy ALL team members.
April 3 Social Status & Household Chapter 13.
Read Changes in Social Values.
April 10 Symbolic CB & Culture
Chapter 17.
If you are interested in Consumer Socialization & Marketing to Children, review PP slides [optional].
Read Changes in Social Values.
Optional Reading: Early Nourishment & Health; How Babies See It; Effects of Playing Violent Video Games; Joe Camel Aimed at Adults?; Kids Prefer McDonald's.
April 10 Submit JCR Article Review TurnItIn Dropbox submission due by 12PM [PDF format]. Submit print copy to PMH at the start of class.

April 17

Social Influences
Values, Personality, & Lifestyles

Chapters 14 & 15.
Read A Study of Influencers; Group Effects; Snobs' Old Rules?; VALS Segments.
Print Human Values.
April 24 TBA  
May 1 Submit PowerPoint slides via TurnItIn Due by 12PM [PDF format]
May 1

Team Project Presentations

Printed copy of PP slides(2 or 4 per page, landscape format, check "fit to page" option), interviewee profiles, CD or memory stick with all interviews (audio), and complete list of references due at the start of class.
Review Oral Presentations Checklist
May 3 Team Project Peer Evaluation Due (5PM) CBA 348 - No email submissions accepted. Download from the Content area of BB.

May 8

Exam 2

Exam covers all course material, including all textbook and reading assignments after Exam 1 (Chs. 8-15, 17). This exam is "open note" (no textbook). Multiple-Choice format. No electronic devices allowed. Bring Scantron 882-E(ES). Sample questions are online on BB (Content area).

May 11

Submit Final Team Project PP File

Dropbox [12PM]

May 15

Final Exam

Comprehensive exam covers all course material, including all textbook and reading assignments. This exam is "open note" (no textbook). Multiple-Choice format. No electronic devices allowed. Bring Scantron 882-E(ES).
[* An "o" superscript indicates an optional reading. HM refers to the required course textbook. Most of the on-line readings are in PDF format and require Acrobat Reader 5 (or higher).]

Copyright © 2012 Pamela Miles Homer