Effective: Late Fall 8-Week, 2018/2019

MKTG 331: Consumer Behavior

Back to Top

  Course Description

Introduction to individual and environmental determinants of the behavior of consumers. Use of knowledge of consumers' behavior to plan, implement and control marketing activities.

Prerequisite: MKTG 310

Proctored Exams: None



  Textbooks

As part of TruitionSM, students will receive their course materials automatically as described below.

Required

  •  Babin, B. J., & Harris, E. J. (2016). CB8 Consumer Behavior (8th ed). Boston: Cengage .  eText

Bookstore Information

Ed Map is Columbia College’s bookstore for Online, Nationwide, and Evening students.

eText Information

If a course uses an eText, (see Textbook information above) the book will be available directly in Desire2Learn (D2L) and through the VitalSource eText reader the Friday before the session begins, if registered for courses prior to that date.  Students will have a VitalSource account created for them using their CougarMail email address. Upon first login to VitalSource, students may need to verify their account and update their VitalSource password.  More information about how to use the VitalSource platform, including offline access to eTexts, can be found in D2L.  Students that would like to order an optional loose-leaf print-on-demand copy of eligible eTexts can do so through the Ed Map storefront at an additional cost.  Once orders are placed, it can take approximately five to seven business days for students to receive their print-on-demand books.

Physical Course Materials Information

Students enrolled in courses that require physical materials will receive these materials automatically at the address on file with Columbia College.  Delivery date of physical materials is dependent on registration date and shipping location.  Please refer to confirmation emails sent from Ed Map for more details on shipping status.

Returns: Students who drop a course with physical course materials will be responsible for returning those items to Ed Map within 30 days of receipt of the order.  More specific information on how to do so will be included in the package received from Ed Map.  See here for Ed Map's return policy. Failure to return physical items from a dropped course will result in a charge to the student account for all unreturned items.

Note: Students who opt-out of having their books provided as part of TruitionSM are responsible for purchasing their own course materials, but may do so through the Ed Map storefront. Visit https://www.ccis.edu/bookstore.aspx for details.

  Course Overview

This course is designed to help you understand consumers, and from that understanding formulate a marketing strategy.

In addition to understanding consumers, we will also look at how products, services, and consumption activities contribute to the broader social, economic, competitive and political world in which we live.

Consumer behavior is a young and dynamic field, whose beginnings developed with the marketing concept of the late 1940s and 1950s. Consumer Behavior is a multidimensional subject, deriving theory from economics, psychology, sociology, anthropology, and organizational behavior.

  Technology Requirements

Participation in this course will require the basic technology for all online classes at Columbia College:
  • A computer with reliable Internet access
  • A web browser
  • Acrobat Reader
  • Microsoft Office or another word processor such as Open Office

You can find more details about standard technical requirements for our courses on our site.

  Course Learning Outcomes

  1. Describe the foundations of consumer behavior.
  2. Identify and explain the steps in the consumer decision process.
  3. Explain the individual determinants of consumer behavior.
  4. Analyze the cultural, sub-cultural, and cross-cultural variations in consumer behavior.
  5. Identify and analyze the reference groups important in the formation of individual consumer behavior.
  6. Assess the impact of social media and globalization on consumer behavior.

  Grading

Grading Scale

Grade Points Percent
A 495-550 90-100%
B 440-494 80-89%
C 385-439 70-79%
D 330-384 60-69%
F 0-329 0-59%

Grade Weights

Assignment Category Points Percent
Discussions (9) 60 11%
Quizzes (9) 290 53%
Paper Assignments (2) 200 36%
Total 550 100%

  Schedule of Due Dates

Week 1

Assignment Points Due
Introduction Discussion 4 Thursday/Sunday
Discussion 1 7
Quiz 1 35 Sunday

Week 2

Assignment Points Due
Discussion 2 7 Thursday/Sunday
Quiz 2 35 Sunday

Week 3

Assignment Points Due
Discussion 3 7 Thursday/Sunday
Professional Paper 1 100 Sunday
Quiz 3 35
Syllabus Quiz 10
Plagiarism Quiz 0

Week 4

Assignment Points Due
Discussion 4 7 Thursday/Sunday
Quiz 4 35 Sunday

Week 5

Assignment Points Due
Discussion 5 7 Thursday/Sunday
Quiz 5 35 Sunday

Week 6

Assignment Points Due
Discussion 6 7 Thursday/Sunday
Professional Paper 2 100 Sunday
Quiz 6 35

Week 7

Assignment Points Due
Discussion 7 7 Thursday/Sunday
Quiz 7 35 Sunday

Week 8

Assignment Points Due
Discussion 8 7 Thursday/Sunday
Quiz 8 35 Saturday
Total Points: 550

  Assignment Overview

Discussions

There are an Introduction Discussion and eight (8) weekly Discussions in the course. To earn the maximum number of points for each discussion topic you must submit an initial post and then respond to at least three (3) postings by other students with substantive comments. It is strongly encouraged that all student’s posts occur on separate days.

All initial posts are due on Thursday by 11:59 p.m. CT of the assigned weeks. The responses to peer posts are due on Sundays by 11:59 p.m. CT, except for Week 8 when the responses are due on Saturday by 11:59 p.m. CT. The Introduction Discussion in Week 1 is worth 4 points. The initial post is worth 1 point, and each of the three (3) responses to peer posts is worth 1 point each. All other Discussions (Discussion 1 – Discussion 8) are worth 7 points each. The initial posts are worth 4 points each, and each of the three (3) responses to peer posts is worth 1 point each. There is no word limit on either the initial posts or the responses to peer posts. Your response will require research and the post should include how the topic is interpreted or applied. Your posts must include a citation; use at least one source beyond the textbook.

Paper Assignments

There are two Professional Papers in the course, worth 100 points each, to be submitted via Dropbox, by 11:59 p.m. CT Sunday of Weeks 3 and 6.

Each Professional Paper should be three (3-4) pages in length if single-spaced, or six (6-8) pages in length if double-spaced. The lengths of the assignments, however, do not include statements in quotations, graphs, footnotes, charts, and citations.

Since this is a Professional Paper, presentation should be taken into account.

You will investigate and suggest the best approach for marketing a company’s product line to the designated and chosen demographics and subcultures.

Five (5) points will be deducted if a paper is submitted late. The points for the paper will be broken down as follows:

  • Demographic (inclusive years and basic info about each demographic): Each answer is worth 4 points; that is, 4 points for the demographic discussion of each identified group, for a total of 12 points.
  • Attitude: 4 points for each demographic group, for a total of 12 points.
  • Spending (how much does each group spend annually as a group): 4 points for each demographic group, for a total of 12 points.
  • Product Development (what product or service does the student identify, and why): 4 points for each demographic, for a total of 12 points.
  • Marketing: (what message should/is delivered to sell the product/service to the demo and what media should be used to deliver the message): 4 points for each demographic, for a total of 12 points.
  • Citation: All sources must be cited in the text using the APA format. (6 points)
  • References: All references must be cited at the end of the paper in a bibliography. (6 points)
  • Writing: There are no spelling, punctuation, or other stylistic errors. (3 points)
  • Opening and Conclusion: The opening and conclusion of the paper are concise and accurately preview and review the content in the body of the paper. (10 points)
  • Presentation: The paper is presented as a professional paper in tone and presentation. (15 points)

Professional Paper 1

Professional Paper 1 discusses Tweens (NOT Gen Z), Generation Y, and Generation X. You must determine the demographics of each group by birth years (or, for Tweens, age span) and basic information. The paper is due 11:59 p.m. CT Sunday of Week 3. Completing the plagiarism quiz is a pre-requisite for Paper 1. Paper 1 cannot be submitted in the Dropbox unless the plagiarism quiz has been completed!

Professional Paper 2

Professional Paper 2 discusses Baby Boomers, Seniors, and an American, current subculture of your choice (do not include: African-Americans, Hispanic-Americans, or Asian-Americans). You must determine the demographics of each group by birth years and basic information as in Paper 1. Paper 2 is due 11:59 p.m. CT Sunday of Week 6.

Quizzes

There are eight (8) weekly quizzes in the course, worth 35 points each, due on Sundays by 11:59 p.m. CT, except for Week 8, when the quiz is due on Saturday, 11:59 p.m. CT. Each quiz includes questions from the required reading for the week. The quizzes open on Friday at Noon, CT, except for Week 8, when the quiz opens on Thursday at Noon. CT. The quizzes are non-proctored, open book, and consist of 30 multiple-choice questions and five (5) Written Response questions. You will have 85 minutes to complete each quiz in one (1) attempt. The clock starts running when you first access the quiz.  Besides the weekly quizzes, you also need take the Syllabus Quiz and the Plagiarism Quiz!

Syllabus Expectations

The Syllabus Quiz is worth ten (10) points and consists of ten (10) Multiple-Choice or True/False questions. Use the syllabus as a guide for completing the syllabus quiz. The Syllabus Quiz opens on Monday at 8:00 a.m. CT of Week 1, and closes by 11:59 p.m. CT Sunday of Week 3.

Plagiarism Quiz Expectations

The Plagiarism Quiz is non-graded and consists of ten (10) Multiple-Choice questions. The Plagiarism Quiz opens on Monday at 8:00 a.m. CT of Week 1 and closes at 11:59 p.m. CT Sunday of Week 3. You must complete the Plagiarism Quiz for the Dropbox to open for Paper Assignment 1 (see the late assignment policy).

You are allowed unlimited number of attempts to complete the syllabus quiz and the plagiarism quiz.

How you will be graded:

8 Chapter quizzes, each question is worth 1 point; Quiz total: 35 points
Syllabus Quiz: 10 points
Plagiarism Quiz: No points but MUST be completed or student will NOT be allowed to post Paper 1 the Dropbox.

  Course Outline

Click on each week to view details about the activities scheduled for that week.

Readings
Babin & Harris/CB8: Consumer Behavior
  • Chapter 1: What is CB and Why Should I Care? Pages 2-23
  • Chapter 8: Group and Interpersonal Influence, Pages 158-179
Introduction Discussion

Introduce yourself to the class. Describe yourself demographically. Important demographic dimensions include:

  • Age
  • Gender
  • Family structure
  • Social class and income (do not include specific dollar amounts for income; reference the instructor’s posting for this assignment)
  • Race and ethnicity
  • Lifestyle
  • Geography

Describe one purchase occasion when a demographic dimension had an impact on your purchase decision.

Many marketers have access to the above-listed demographic information. How do you feel about this?

Discussion 1

Answer one (1) critical discussion question, choosing only one question from either Chapter 1 OR Chapter 8.

Chapter 1

  • What does the term “chain reaction” refer to in discussing the role of consumer behavior in greater society? Identify and explain with an example.
  • Identify and explain the 2 perspectives from which consumer behavior has developed.
  • How does each of the following disciplines contribute to the study of consumer behavior: economics, psychology, sociology, marketing, and anthropology?
  • What two basic approaches to studying (i.e., researching) consumer behavior are discussed in this chapter? How do they differ?
  • What is meant by the phrase, “consumer behavior is dynamic?” Identify and explain the marketplace trends that contribute to a dynamic consumer behavior.

Chapter 8

  • Explain how primary, secondary, formal, and informal groups influence consumers. What are the differences between each type of group? Give examples for each type of group that you belong to.
  • Explain how family members can influence value perceptions. Give 3 personal examples.
  • Identify and explain the various power bases of reference groups. Give examples of how “each” of these power bases has influenced you in your personal life.
  • Discuss the differences between the informational, utilitarian, and value-expressive influence of reference groups.
  • How have Facebook and Twitter affected consumer behavior? How have they affected your behavior as a consumer? What role does Twitter play in consumer word-of-mouth?
  • How is buzz marketing related to consumer word-of-mouth?
  • Identify 2 examples of buzz marketing campaigns. Give an example of how you have participated in spreading a buzz campaign via word-of-mouth.
Quiz 1

This is a non-proctored, open book/open note quiz that covers Chapters 1 and 8. You are allowed 85 minutes and one (1) attempt to answer 30 multiple-choice questions and 5 written response questions. The quiz is worth 35 points.

You must submit your quiz no later than 11:59 pm CT on Sunday.

Readings
Babin & Harris/CB8: Consumer Behavior
  • Chapter 9: Consumer Culture, Page 180-201
  • Chapter 10: Microcultures, Page 202-227
Discussion 2

Answer one (1) critical discussion question, choosing only one question from either Chapter 9 OR Chapter 10.

Chapter 9

  • Why are culture and meaning inseparable? Give 2 specific examples.
  • Culture affects the value of consumer behaviors. Consider the differences in American consumers versus Chinese consumers.
  • Using a table, contrast the value that consumers in these countries might typically desire in the following products:
    • Automobiles
    • Rolex watches
    • Tablet computers
    • 5 Star restaurants
  • List and briefly describe each of the seven dimensions of CSVs.
  • What do the terms “acculturation” and “enculturation” mean, and how do they relate to consumer socialization?
  • Socialization processes shape our current food preferences. One type of food that most of us first ate at home is “chili.” Describe the type of “chili” that is your favorite.
  • How did you like chili when you ate it made differently from the way it was made at home?
  • Define Globish. Do you think we will ever speak Globish? Why or why not?
  • What is meant by glocalization?
  • Use the Internet to find the consumer corruption indices for various nations (http://www.transparency.org/).
  • Why do these values differ so greatly from nation to nation? How would this factor into the idea of cultural distance?
  • Which nation is the least corrupt? The most corrupt? Are you surprised at the results? Why or why not?

Chapter 10

  • How do microcultures affect value? Give an example of a microculture and, based on your research, identify an example of the microculture’s consumption behavior.
  • What are the major U.S. microcultures? Give an example of each.
  • Explain what is meant by the “Nine Nations of America?” Identify all of the nations.
  • Select one of the nations and describe how it differs from “your” nation.
  • What is meant by the term “demographic analysis”? How are demographic and geodemographic analyses similar? Go to www.city-data.comand input your zip code. For your zip code, identify the following: Bachelors or higher, married, unemployed, percentage below the poverty line, and median household income.
  • Do you believe this information is correct? Why or why not?
  • Identify the major cultural and demographic trends in the U.S. today and explain how they are influencing consumer behavior.
Quiz 2

This is a non-proctored, open book/open note quiz that covers Chapters 9 and 10. You are allowed 85 minutes and one (1) attempt to answer 30 multiple-choice questions and 5 written response questions. The quiz is worth 35 points.

You must submit your quiz no later than 11:59 pm CT on Sunday.

Readings
Babin & Harris/CB8: Consumer Behavior
  • Chapter 2: Value and the Consumer Behavior Value Framework, Pages 24-51
  • Chapter 3: Consumer Learning Starts Here: Perception, Pages 52-69
Discussion 3

Answer one (1) critical discussion question, choosing only one question from either Chapter 2 OR Chapter 3.

Chapter 2

  • What is the difference between an internal influence and an external influence? Give an example of each.
  • What is the core concept of consumer behavior? Define it and use an example from your own life to illustrate its meaning.
  • What is marketing myopia? How does it relate to the total value concept? Does it apply equally today as thirty years ago? Find an example of a company that displayed marketing myopia. How did it work for them?
  • What is meant by product positioning? Identify a brand and explain how this brand is positioned to its target market.
  • List three examples of products you have consumed that provide high utilitarian value and why you think so? List three examples of items that provide high hedonic value and why you think so? Think of at least one product or brand that you would associate with both high utilitarian and hedonic value and explain why it has both?
  • What is the total value concept? Use the total value concept to explain why Callaway golf or Starbucks are such successful companies.

Chapter 3

  • Define learning. Explain how learning can contribute to the lower-than-expected performance of a business like Webvan.
  • Identify and explain the stages in the consumer perception process.
  • What are the three possible results from the cognitive organization process? Give examples of each.
  • What is the difference between an absolute threshold and a just noticeable difference? Identify and explain an example of each.
  • Provide three examples of how consumers might learn through explicit memory and three examples of how they might learn through implicit memory.
  • What is the key difference between intentional and unintentional learning? Give an example of each.
Professional Paper 1
For this paper, you will take on the role of an outside consultant for a company. The company has hired your firm to provide deep background on three demographics, Tweens, Generation X, and Generation Y. You will investigate and suggest the best approach for marketing a company’s product line to those demographics. For instance apparel, tablets, or phones should be sufficiently broad to be relevant to all demographics. You will select the company and product line you are researching. It is strongly recommended that your choices are relevant to all three groups (items like blood pressure pills or walkers are not advisable)

You should use the following outline for your paper, but your final paper will be written in cohesive essay format. Make sure that it is presented in the persona of an outside consultant. Even though this is written as a professional paper, you are still required to cite your sources using APA format. You will need to rely on at least three scholarly sources for this assignment.

Outline

  • Single paragraph introduction describing the company, the product, and the intent of your research.
  • Outline the Demographics of the groups in questions including birth years and demographical information.
  • Provide background about the Attitude of each group. Focus on their shared experiences that distinguish them from other groups. Make sure to discuss subgroups and value variations within the larger groups as well as to consider conflicts or differences within the groups that may impact success in marketing your client’s product.
  • Discuss their disposable income and how this relates to the opportunity of the company for the product or service in question. Make sure to discuss how much they Spend on related categories of products and the flexibility of those spending habits. Draw parallels between your chosen product and those researched.
  • What products does each group currently value, how does this reflect on the product in questions, and what Product Development should be investigated in the future.
  • What existing Media does each group consume and how should this inform what Marketing Methods and messaging should be used to reach each group.
  • Identify an example of a successful and an unsuccessful marketing of a product in your client’s market. Explain how consumer behavior accounts for the difference in success and apply those lessons to the product/service/and company you are researching. Make sure you quantify why you chose those items as the least and most popular.
  • Conclude the report with a summation of your findings. This should not exceed 2-3 paragraphs and largely restate the contents of the paper in a concise manner. Keep in mind you are not selling the product itself, but rather you are making a case for your findings.

You proposal must be sent to the CEO no later than Sunday at 11:59 pm CT.

Quiz 3

This is a non-proctored, open book/open note quiz that covers Chapters 2 and 3. You are allowed 85 minutes and one (1) attempt to answer 30 multiple-choice questions and 5 written response questions. The quiz is worth 35 points.

You must submit your quiz no later than 11:59 pm CT on Sunday.

Syllabus Quiz
The Syllabus Quiz will be comprised of 10 multiple-choice questions covering material in the course syllabus. You have unlimited attempts to pass the quiz. It is worth 10 points.
Plagiarism Quiz

Complete the Plagiarism Quiz.

Reading
Babin & Harris/CB8: Consumer Behavior
  • Chapter 4: Comprehension, Memory, and Cognitive Learning, Pages 70-91
  • Chapter 5: Motivation and Emotion: Driving Consumer Behavior, Pages 92-111
Discussion 4

Answer one (1) critical discussion question, choosing only one question from either Chapter 4 OR Chapter 5.

Chapter 4

  • What is comprehension? What are the three categories of factors that affect consumer comprehension? Provide an example of each.
  • Are traditional product warning labels effective? Why or why not? Do you believe adding pictures to cigarette warning labels will make them more effective?
  • What are the characteristics of a spokesperson that influence comprehension? Do these apply equally to human and animated characters? Identify 1 product spokesman you think is effective for a product. Explain your selection.
  • Would it be better for a company that sells packaged cookies and crackers to use the term “100 percent fat-free!” or “0 percent fat!” on their product label? Support your decision. What concept is illustrated by this choice?
  • Identify and explain the multiple store approach of memory. In which store is memory attached?
  • Identify and explain the four types of mental processes to help remember things discussed in the chapter. Which is most effective? Does this have implications for the way you study? Why?
  • What is an associative network? Why do you believe it is sometimes called a semantic network? Provide a simple example of an associative network.

Chapter 5

  • Define the concept of consumer motivation. Identify and explain the two orientations driven by consumer motivations.
  • Explain the difference between hedonic and utilitarian motivation. Provide examples of each.
  • What is consumer involvement? Identify and explain the different types of involvement that play a role in consumer behavior.
  • What is the difference between measuring consumer emotions with an autonomic approach and self-report approach? Which is more common and why?
  • Construct a set of semantic differentials (for each dimension) that measure emotions by using a PAD approach.
  • What three individual characteristics influence the way in which consumers react emotionally to a consumption situation? Explain how each might work.
  • What is an emotional contagion? Do you think it could affect the schema-based affect for some type of service provider? Explain.
  • What are self-conscious emotions? Provide examples of appeals that evoke these emotions from advertisements.
Quiz 4

This is a non-proctored, open book/open note quiz that covers Chapters 4 and 5. You are allowed 85 minutes and one (1) attempt to answer 30 multiple-choice questions and 5 written response questions. The quiz is worth 35 points.

You must submit your quiz no later than 11:59 pm CT on Sunday.

Reading
Babin & Harris/CB8: Consumer Behavior
  • Chapter 6: Personality, Lifestyles, and the Self-Concept, Pages 112-129
  • Chapter 7: Attitudes and Attitude Change, Pages 130-156
Discussion 5

Answer one (1) critical discussion question, choosing only one question from either Chapter 6 OR Chapter 7.

Chapter 6

  • What is meant by the term “personality”? What are the major qualities of personality? What does it mean that personality is unique to the individual?
  • Using the trait approach, in what situations do you think the competitiveness trait emerges most visibly? What types of products are bought by competitive people? Think of examples of specific brands or products from various product categories that might be purchased by competitive people.
  • Based on what you’ve read in this chapter, do you think that you possess a strong degree of self-monitoring? Why or why not? Provide a real example of an advertisement that is most effective for people who do have a high degree of this trait. What would you suggest to advertisers who are trying to reach these consumers?
  • What are the distinctions between lifestyles, psychographics, and demographics? How can consumer researchers use information based on these concepts?
  • How can marketers use information found in tools such as VALS-2 and PRIZM? Look up your zip code in PRIZM. Is there a segment there that is consistent with your family? Explain.
  • Identify and explain the various types of “selves” that consumer researchers have identified. Of these, which one or two are you most aware of daily? How do they affect your behavior?
  • What is meant by the terms “symbolic interactionism” and “semiotics”? Give an example of each. How do these concepts apply in the daily life of a consumer?
  • Describe the concept of “consumer identity.” Do products help you to express your identities? If so, which products do so?

Chapter 7

  • What is meant by the term “consumer attitudes”? Why do you think attitudes play such an important role in consumer behavior?
  • Describe the ABC approach to consumer attitudes. How do the various components apply to your daily life as a consumer?
  • Using your own examples, explain the four functions of attitudes that are presented in this chapter.
  • What is meant by the hierarchy of effects? Differentiate between high-involvement, low-involvement, experiential, and behavioral influence hierarchies. In what situations are you most likely to observe each hierarchy at work?
  • How can marketers attempt to change beliefs or evaluations directly? How effective do you think these attempts can be? Identify and explain a successful marketing example of attitude change and an unsuccessful marketing example of attitude change.
  • Identify and explain the major types of message appeals and source effects. Identify at least one product that is often advertised using each of the various message appeals (i.e., one example of each appeal).
  • Describe the terms serial position effect, primacy effect, and recency effect. In your opinion, which type of effect would be most influential for you? Why? Think of an example of an ad that you’ve seen that has tried to elicit one of the effects.
Quiz 5

This is a non-proctored, open book/open note quiz that covers Chapters 6 and 7. You are allowed 85 minutes and one (1) attempt to answer 30 multiple-choice questions and 5 written response questions. The quiz is worth 35 points.

You must submit your quiz no later than 11:59 pm CT on Sunday.

Reading
Babin & Harris/CB8: Consumer Behavior
  • Chapter 11: Consumers in Situations, Pages 228-249
  • Chapter 12: Decision Making 1: Need Recognition and Search, Pages 250-265
Discussion 6

Answer one (1) critical discussion question, choosing only one question from either Chapter 11 OR Chapter 12.

Chapter 11

  • Identify and explain the three main categories of situational influences on consumers.
  • Identify and explain the temporal factors in CB.
  • List three ways in which time pressure influences consumer behavior.
  • What is the concept of advertiming? Is advertiming a good thing for marketers and for consumers? Why or why not?
  • Identify and give an example of each of the different shopping activities discussed in the chapter.
  • What is reversal theory? Provide an example of how it might be illustrated in common consumer shopping situations.
  • What are the key distinctions between impulse, unplanned, and compulsive consumer behaviors?
  • Define atmosphere. List local dining establishments with unique atmospheres. What qualities make them unique? Are the restaurants distinguished more by functional or effective qualities?

Chapter 12

  • Identify and describe each of the activities that are present in the consumer decision-making process.
  • Identify and describe each of the three major decision-making perspectives. Give an example of when each might be used.
  • Identify and describe extended, limited, and habitual decision making. Give an example of when each might be used.
  • Identify and describe how the various types of risks influence consumer decision-making approaches. Give an example for each.
  • What role does the consideration set play in consumer decision making? What is meant by each of the following: universal set, awareness set, consideration set, inert set, and inept set?
Professional Paper 2

For this paper, you will take on the role of an outside consultant for a company. The company has hired your firm to provide deep background on demographics. These groups are, baby boomers, senior citizens, and a third current American subculture of your choice not already addressed in Professional Paper 1, (white Americans are not a sub-culture and African, Asian, and Hispanic Americans will not be available as choices either. If you have any question if a sub-culture can/would be included please ask the instructor). You will select the company and product line you are researching. It is strongly recommended that your choice are relevant to all three groups. If appropriate to these groups, you may use the same company and product analyzed in Professional Paper 1.

You should use the following outline for your paper, but your final paper will be written in cohesive essay format. Make sure that it is presented in the persona of an outside consultant. Even though this is written as a professional paper, you are still required to cite your sources using APA format. You will need to rely on at least three scholarly sources for this assignment.

Outline

  • Single paragraph introduction describing the intent of your research.
  • Outline the Demographics of the groups in questions including birth years and basic demographical information.
  • Provide background about the Attitude of each group. Focus on their shared experiences that distinguish them from other groups. Make sure to discuss subgroups and value variations within the larger groups as well as to consider conflicts or differences within the groups that may impact success in marketing your client’s product.
  • Discuss their disposable income and how this relates to the opportunity of the company for the product or service in question. Make sure to discuss how much they Spend on related categories of products and the flexibility of those spending habits. Draw parallels between your chosen product and those researched.
  • What products does each group currently value, how does this reflect on the product in questions and what Product Development should be investigated in the future.
  • What existing Media does each group consume and how should inform what Marketing Methods and messaging should be used to reach each group.
  • Identify an example of a successful and an unsuccessful marketing of a product in your client’s market. Explain how consumer behavior accounts for the difference in success and apply those lessons to the product/service/and company you are researching. Make sure you quantify why you chose those items as the least and most popular.
  • Conclude the report with a summation of your findings. This should not exceed 2-3 paragraphs and largely restate the contents of the paper in a concise manner. Keep in mind you are not selling the product itself, but rather you are making a case for your findings.

You proposal must be sent to the CEO no later than Sunday at 11:59 pm CT.

Quiz 6

This is a non-proctored, open book/open note quiz that covers Chapters 11 and 12. You are allowed 85 minutes and one (1) attempt to answer 30 multiple-choice questions and 5 written response questions. The quiz is worth 35 points.

You must submit your quiz no later than 11:59 pm CT on Sunday.

Reading
Babin & Harris/CB8: Consumer Behavior
  • Chapter 13: Decision Making II: Alternative Evaluation and Choice, Pages 266-285
  • Chapter 14: Consumption to Satisfaction, Pages 286-303
Discussion 7

Answer one (1) critical discussion question, choosing only one question from either Chapter 13 OR Chapter 14.

Chapter 13

  • Describe evaluative and determinant criteria. What is the difference between them? What attributes do you consider to be evaluative and determinant criteria in the selection of a new apartment?
  • Describe how utilitarian attributes and hedonic attributes deliver value to consumers. Give an example of each.
  • What role does product categorization play in the alternative evaluation process? Give an example of how this happens.
  • What is the difference between perceptual and underlying attributes? How are they related to one another? Give an example of each.
  • Identify and explain the major types of non-compensatory decision-making rules. How are they different from compensatory rules?
  • In what ways does the conjunctive rule differ from the elimination-by-aspects rule? Provide an example of “how” and “when” each would be used.
  • Which non-compensatory rule is most common? Why do you think this is the most often used?

Chapter 14

  • Which part of the basic consumption process takes place after purchase? Explain how it comes to be.
  • Distinguish between durable and nondurable goods. Provide an example of each. How do you think the post-consumption processes may vary based on this distinction?
  • How does cultural meaning influence the consumption process? Provide an example that has support from your research.
  • What is consumer satisfaction? Is Walmart’s success due to high customer satisfaction? Take a stance and explain your response.
  • What is the ACSI? Go to their website and list the American consumer average satisfaction scores for 5 U.S. companies. Do you agree with the rankings? Why or why not?
  • How does the expectancy/disconfirmation process work? Be specific with your answer.
  • What are the problems associated with measuring consumer satisfaction?
Quiz 7

This is a non-proctored, open book/open note quiz that covers Chapters 13 and 14. You are allowed 85 minutes and one (1) attempt to answer 30 multiple-choice questions and 5 written response questions. The quiz is worth 35 points.

You must submit your quiz no later than 11:59 pm CT on Sunday.

Reading
Babin & Harris/CB8: Consumer Behavior
  • Chapter 15: Beyond Consumer Relationships, Pages 304-323
  • Chapter 16: Consumer and Marketing Misbehavior, Pages 324-351
Discussion 8

Answer one (1) critical discussion question, choosing only one question from either Chapter 15 OR Chapter 16.

Chapter 15

  • What are the cognitive and affective components that help shape post-consumption behavior?
  • Define the term “critical incident” in a consumer behavior context. Explain a “critical incident” from your own experience. How might an equity cognition involving procedural justice contribute to a critical incident for some business?
  • List and define the behavioral outcomes of consumption.
  • Describe an instance when you complained about poor service. Using Exhibit 15.1, explain how you complained to the establishment. Was your complaint acted upon by the service-providing firm?
  • What are the different ways in which a firm can react to negative public publicity? Which way is almost always a bad response?
  • Identify and explain the different types of switching costs that a consumer faces. Provide examples of each from your own consumer experiences.
  • Identify the switching costs built into doing business with a) mobile phone providers, b) healthcare providers, c) Internet music services, and d) health clubs. Are all switching costs ethical?

Chapter 16

  • How does misbehavior violate norms and disrupt consumption activities?
  • What is meant by the terms “moral beliefs” and “ethical evaluations”? How are they related?
  • What are the various motivations of consumer misbehavior? Give an example of each.
  • How is the marketing mix affected by marketing ethics? Provide an example for each variable in the marketing mix.
  • What is meant by the term “corporate social responsibility”? How is it related to the societal marketing concept? Identify a marketer who practices “corporate social responsibility”. Explain how the marketer does this.
  • What major bodies regulate marketing practice? Explain what each does.
  • Identify and explain the major forms of manipulative sales tactics that are discussed in this chapter.
Quiz 8

This is a non-proctored, open book/open note quiz that covers Chapters 15 and 16. You are allowed 85 minutes and one (1) attempt to answer 30 multiple-choice questions and 5 written response questions. The quiz is worth 35 points.

You must submit your quiz no later than 11:59 pm CT on Sunday.

  Course Policies

Student Conduct

All Columbia College students, whether enrolled in a land-based or online course, are responsible for behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use Policy. Students violating these policies will be referred to the office of Student Affairs and/or the office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the Computer Use Policy for students can be found in the Columbia College Student Handbook. The Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment, and all students must adhere to the conventions of online etiquette.

Plagiarism and Academic Integrity

Academic integrity is a cumulative process that begins with the first college learning opportunity. Students are responsible for knowing the Academic Integrity policy and procedures and may not use ignorance of either as an excuse for academic misconduct. Columbia College recognizes that the vast majority of students at Columbia College maintain high ethical academic standards; however, failure to abide by the prohibitions listed herein is considered academic misconduct and may result in disciplinary action, a failing grade on the assignment, and/or a grade of "F" for the course.

Additionally, all required papers may be submitted for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.

Non-Discrimination

There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation, religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.

Student Accessibility Resources

Students with documented disabilities who may need academic services for this course are required to register with the office of Student Accessibility Resources. Until the student has been cleared through this office, accommodations do not have to be granted. If you are a student who has a documented disability, it is important for you to read the entire syllabus as soon as possible. The structure or the content of the course may make an accommodation not feasible. Student Accessibility Resources is located in Student Affairs in AHSC 215 and can be reached by phone at (573) 875-7626 or email at sar@ccis.edu.

Online Participation

You are expected to read the assigned texts and participate in the discussions and other course activities each week. Assignments should be posted by the due dates stated on the grading schedule in your syllabus. If an emergency arises that prevents you from participating in class, please let your instructor know as soon as possible.

Attendance Policy

Attendance for a week will be counted as having submitted any assigned activity for which points are earned. Attendance for the week is based upon the date work is submitted. A class week is defined as the period of time between Monday and Sunday (except for week 8, when the work and the course will end on Saturday at midnight.) The course and system deadlines are based on the Central Time Zone.

Cougar Email

All students are provided a CougarMail account when they enroll in classes at Columbia College. You are responsible for monitoring email from that account for important messages from the College and from your instructor. You may forward your Cougar email account to another account; however, the College cannot be held responsible for breaches in security or service interruptions with other email providers.

Students should use email for private messages to the instructor and other students. The class discussions are for public messages so the class members can each see what others have to say about any given topic and respond.

Late Assignment Policy

An online class requires regular participation and a commitment to your instructor and your classmates to regularly engage in the reading, discussion and writing assignments. Although most of the online communication for this course is asynchronous, you must be able to commit to the schedule of work for the class for the next eight weeks. You must keep up with the schedule of reading and writing to successfully complete the class.

No late discussion posts will be accepted.

Course Evaluation

You will have an opportunity to evaluate the course near the end of the session. A link will be sent to your CougarMail that will allow you to access the evaluation. Be assured that the evaluations are anonymous and that your instructor will not be able to see them until after final grades are submitted.

  Additional Resources

Orientation for New Students

This course is offered online, using course management software provided by Desire2Learn and Columbia College. The course user guide provides details about taking an online course at Columbia College. You may also want to visit the course demonstration to view a sample course before this one opens.

Technical Support

If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Technology Solutions Center, or the D2L Helpdesk for assistance.  If you have questions about the Ed Map storefront, please contact the Columbia College Technology Solutions Center.  If you have technical problems with the VitalSource eText reader, please contact VitalSource.  Contact information is also available within the online course environment.

Online Tutoring

Smarthinking is a free online tutoring service available to all Columbia College students. Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing. Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study resources, including writing manuals, sample problems, and study skills manuals. You can access the service from wherever you have a connection to the Internet. I encourage you to take advantage of this free service provided by the college.

Access Smarthinking through CougarTrack under Students -> Academics -> Academic Resources.