ADVANCED CONSUMER BEHAVIOUR

Transcription

1 ADVANCED CONSUMER BEHAVIOUR Module Number: Module Title: ADVANCED CONSUMER BEHAVIOUR Number of Aston Credits: 10 Total Number of ECTS Credits: 5 (European Credit Transfer) Staff Member Responsible for the Module: Laura Chamberlain Marketing Group ABS Building, Room 240, Extension: 3155 (external calls: ) L.M.Chamberlain1@aston.ac.uk Availability: Please use the online system to book office hours Appointments are for 15 minutes Other Staff Contributing to the Module: None Pre-Requisite(s) for the Module: BM1134 Introduction to Marketing OR BM2257 Marketing AND BM2258 Consumer Behaviour Module Learning Outcomes: This course aims to provide students with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics. The module provides students with the experience of applying and adapting existing theoretical frameworks to real consumer contexts. The module adopts a topic-based model and the course will not rigidly follow a core text because the emphasis will be on using current articles from the journal literature (e.g. Journal of Consumer Research) which will be available via electronic library sources. 1

2 ADVANCED CONSUMER BEHAVIOUR Upon successful completion of the module students will be able to: 1. Knowledge and Understanding of the Subject Demonstrate the ability to understand the psychology of individual, situational, environmental and cultural (inter-personal) influences on behaviour; the decision-making processes that individuals undertake; and, why and how this understanding of psychology is important for marketing. 2. Cognitive and Analytical Skills Utilise knowledge gained during the module to develop and evaluate marketing strategies in the light of consumer behaviour theory.. 3. Transferable Skills Develop skills in time management, presentations, written, oral and interpersonal communication, and role negotiation. 4. Subject Specific Skills Observe, interpret and demonstrate consumer behaviour in action. Critically evaluate their own behaviours as consumers. Become acquainted with the latest research issues and instruments in consumer behaviour. 5. Progression to Employment Consider and develop marketing strategies utilising a detailed understanding of the consumers motivators and behaviours. 6. Personal Development Pursue their personal development by taking part in presentations and group work within tutorial groups. Students will be expected to argue and defend their conclusions drawn from research in discussions with the lecturer responsible for the module and their peers. Module Content: Week 14 Module Introduction Calder, B.J. and Tybout, A.M. (1987) What consumer research is Journal of Consumer Research 14:

3 ADVANCED CONSUMER BEHAVIOUR Simonson, I. Carmon, Z. Dhar, R. Drolet, A and Nowlis, S. (2001) Consumer Research: In search of identity Annual Review of Psychology 52: Kardes, F.R. (1996) In defense of experimental consumer psychology Journal of Consumer Psychology 5 (3); Bazerman, M.H. (2001) Consumer Research for consumers Journal of Consumer Research 27; Week 15 Judgement and Decision Making Scheibehenne, B. Greifeneder, R. and Todd, P. (2010) Can There Ever Be Too Many Options? A Meta-Analytic Review of Choice Overload Journal of Consumer Research 37 (3); Azar, O.H. (2011) Do Consumers Make Too Much Effort to Save on Cheap Items and Too Little to Save on Expensive Items? Experimental Results and Implications for Business Strategy American Behavioral Scientist 55 (8); Ariely, Dan (2000), Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences Journal of Consumer Research, 27 ; Kahneman, D. and Tversky, A. (1984) "Choices, Values, and Frames" American Psychologist, 39; Kahneman, D. and Tversky, A. (1979) "Prospect Theory: An Analysis of Decision Under Risk, Econometrica, 47; Thaler, R. H. (1985), "Mental Accounting and Consumer Choice" Marketing Science, 4 ; Menon, G. Raghubir, P. and Schwarz, N. (1995) Behavioral Frequency Judgments: An Accessibility-Diagnosticity Framework, Journal of Consumer Research 22; Week 16 Exposure, Attention and Perception Shapiro, S. (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; Mackenzie, S.B. (1986) The role of attention in mediating the effect of advertising on attribute importance Journal of Consumer Research 13;

4 ADVANCED CONSUMER BEHAVIOUR Shapiro, S. MacInnis, D. and Heckler, S. (1997) The effect of incidental ad exposure on the formation of consideration sets Journal of Consumer Research 24; Morales, A.C. and Fitzsimons, G.J. (2007) Product contagion: Changing consumer Evaluations through physical contact with disgusting products Journal of Marketing Research 44; Gorn, G. et al (2004) Waiting for the web: How screen color affects time perception Journal of Marketing Research 41; Week 17 Memory Lynch, J.G. and Srull, T. (1982) Memory and attentional factors in consumer choice: concepts and research methods. Journal of Consumer Research 9; Shapiro, S and Spence, M.T. (2002) Factors affecting encoding, retrieval and alignment of sensory attributes in a memory based brand choice task Journal of Consumer Research 28; Braun, K (1999) Postexperience advertising effects on consumer memory Journal of Consumer Research 25; Janiszewski, C. Hayden, N. Sawyer, Baddeley, A. (2012) Working memory: Theories, Models and Controversies Annual Review of Psychology 63; 1-29 Hirst, W. and Echterhoff, G. (2012) Remembering in conversations: the social sharing and reshaping of memories Annual Review of Psychology 63; Alba, J. W. and Chattopadhyay, A. (1985, Effects of Context and Part- Category Cues on Recall of Competing Brands Journal of Marketing Research 22; Janiszewski, C. Noel, H. and Sawyer, A. (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;

5 ADVANCED CONSUMER BEHAVIOUR Week 18 Learning/ Knowledge Osselaer, V. Stijn, M.J. and Janiszewski, C. (2001) Two ways of learning brand associations Journal of Consumer Research 28; Gregan-Paxton, J and Roedder-John, D. (1997) Consumer learning by analogy: A model of internal knowledge transfer Journal of Consumer Research 24; Wood, S. L. and Lynch Jr., J.G. (2002) Prior Knowledge and Complacency in New Product Learning Journal of Consumer Research 29 ; Alba, J. W. and Hutchinson, J.W. (1987) Dimensions of Consumer Expertise Journal of Consumer Research 13; Alba, J. W. and Hutchinson, J.W. (2000) Knowledge Calibration: What Consumers Know and What They Think They Know Journal of Consumer Research 27; Frith, C.D. and Frith, U. (2012) Mechanisms of Social Cognition Annual Review of Psychology 63; Week 19 Attitudes, Persuasion and Behaviour Petty, R.E. Cacioppo, J.T. and Schumann, D. (1983) Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement Journal of Consumer Research 10 ; Fazio, R.H. Sanbonmatsu, D.M. Powell, M.C. and Kardes, F.R. (1986), On the Automatic Activation of Attitudes Journal of Personality and Social Psychology 50; Ajzen, I (1991) The theory of planned behaviour Organizational Behaviour and Human Decision Processes 50; Fazio, R.H. Powell, M.C. and Williams, C.J. (1989) The Role of Attitude Accessibility in the Attitude-to-Behavior Process Journal of Consumer Research 16; Ahluwalia, R. (2000) Examination of Psychological Processes Underlying Resistance to Persuasion Journal of Consumer Research 27; Friedstat, M., and Wright, P. (1994) The Persuasion Knowledge Model: How People Cope With Persuasion Attempts Journal of Consumer Research 21;

6 ADVANCED CONSUMER BEHAVIOUR Campbell, M.C. and Kirmani, A. (2000) Consumers Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent Journal of Consumer Research 27; Sengupta, J. and Fitzsimons, G.J. (2000) The Effects of Analyzing Reasons for Brand Preferences: Disruption or Reinforcement Journal of Marketing Research 37(3); Aaker, J. Fournier, S. and Brasel, S.A. (2004) When Good Brands Do Bad Journal of Consumer Research 31; 1-18 Meyvis, T. and Cooke, A. (2007) Learning From Mixed Feedback: Anticipation of the Future Reduces Appreciation of the Present Journal of Consumer Research 34; Week 20 Emotion Pham, M. T. (1998) Representativeness, Relevance, and the Use of Feelings in Decision Making Journal of Consumer Research 25; Luce, M. F. Payne, J.W. and Bettman, J.R. (1999) Emotional Trade-Off Difficulty and Choice Journal of Marketing Research 36; Richins, M. (1997) Measuring Emotions in the Consumption Experience Journal of Consumer Research 24; Niedenthal, P.M. and Brauer, M. (2012) Social Functionality of Human Emotion Annual Review of Psychology 63; Zajonc, R.B. and Markus, H. (1982) Affective and Cognitive Factors in Preferences, Journal of Consumer Research 9; Agrawal, N. Menon,G. and Aaker, J.L. (2007) Getting Emotional About Health Journal of Marketing Research 44; Week 21 Week 22 Student Presentations Module Review Week Revision Each of the seven lecture topics are key foundation areas within consumer behaviour. The lectures are supported by key academic journal articles. Students are expected to have read the relevant material prior to the lectures to ensure all the learning outcomes detailed above are met. 6

7 ADVANCED CONSUMER BEHAVIOUR International Dimensions: The study of consumer behaviour involves the examination and understanding of the interand intra-influences on the individual. These influences may be individual, situational, environmental or cultural (sub-cultural). As such, the influences will be presented in both a cross-national and multicultural national context. The importance of consumer behaviour for marketing strategy will be illustrated using international examples and comparisons and students are encouraged to apply international examples throughout their work. Corporate Connections: The application of consumer behaviour theory to practice will be made using real-life minicase examples. The coursework will enable students to develop a communications strategy based upon their understanding of consumer behaviour. Links to Research: The seven lecture topics draw upon current academic research in the field of consumer behaviour and marketing psychology. Attention is paid to a wide variety of applications from the cutting edge research conducted in the neuromarketing field to the application of consumer behaviour to social marketing principles. Learning and Teaching Rationale and Methods: a) Method of Teaching Teaching will be via lectures, discussing the key conceptual and theoretical ideas in consumer behaviour. These ideas will be put into practice in the group-work, supported by surgery sessions and specialist tutorials. Strong emphasis is placed on group participation developing the students inter-personal and team working skills. Students will be expected to prepare for lectures through identified readings and exercises. b) Duration Contact & Directed Hours; Lectures Tutorials Indirect Learning; Coursework preparation Reading Exam revision 10 hours 10 hours 20 hours 23 hours 35 hours Exam 2 TOTAL 100 hours c) Note on Group Work 7

8 ADVANCED CONSUMER BEHAVIOUR Students will be assigned to groups of approximately 5 by the Undergraduate Office. Group work is intended to help develop research, inter-personal and team working skills, in a relatively low risk environment. It is important that all students progress through the various stages of working in a group; from initial socialisation into the group, negotiation and allocation of tasks and responsibilities, scheduling and management of meetings, the use of the peer review form (attached) and conflict resolution. Students are required to keep records of group assessment in the form of notes from group meetings which will constitute the group diary. The group diary is a compulsory part of the assessment and must be kept up to date as it will be referred to at random points throughout the duration of the module. Marks will be awarded equally to group members unless there has been an unequal division of labour whereupon a percentage of marks will be awarded reflecting contribution to the assessment. Students are to refer to general information on the conduct of group assessment in the handbook. If a student or a group encounter difficulties please bring the matter to the attention of the module leader at an early stage. Please note that students have the final responsibility for the smooth running of the group process. Students have access to an arbitration system which provides the opportunity to appeal against allocations that are considered to be unfair by any member of the group. The Student Support Manager will run this system Ethical Approval: This module does not require any primary research and no ethical approval will be necessary. Assessment and Feedback Rationale and Methods: The module will be assessed by one piece of group coursework (30%) and a two hour exam (70%). The coursework comprises of a group presentation (as a pitch) and submission of the group diary (30%). The group work will be evaluated by the lecturer, moderated by a panel of expert judges, and through both self and peer-assessment. In small groups, students are allocated one specialist subject from a list of contemporary issues in consumer behaviour. The group work will enable students to conduct an in-depth literature review of a specialist subject, to debate the pertinent issues between group members in order to produce a summary presentation, and to use the presentation as a basis for discussion in a poster session environment. In addition to an evaluation of students research and critical 8

9 ADVANCED CONSUMER BEHAVIOUR appraisal abilities, this assessment will develop and test group working and presentation skills. The student presentations take place in week 21. The exam is in closed book format. Students will be expected to answer two questions from six based on the lecture programme. These questions will assess students knowledge and comprehension of the module. Students are encouraged to utilise lecturer office hours to obtain more detailed feedback and advice GROUP CONTRIBUTION SHEET PLEASE COMPLETE AND ATTACH TO THE GROUP REPORT. MODULE: GROUP: (E,g. 100 means that the student will receive 100% of the Final Grade, 50 means the student will receive 50% of the Final Grade.) Student Candidate No Contribution (%) All group members contributed equally (Please Tick) DATE: MODULE: GROUP: Group Members Signatures (Should correspond to candidate numbers given above): 9

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