MKT 3230 A03 (3 CH) CONSUMER BEHAVIOUR

WINTER 2020 108 Drake Centre, TR 2:30 – 3:45 pm

CONTENTS

CONTENTS ................................................................. 1

INSTRUCTOR .......................................................... 1

COURSE DESCRIPTION ....................................... 1

COURSE OBJECTIVES ........................................... 2

COURSE MATERIALS ........................................... 2

ASSESSMENT OF LEARNING ............................ 3

MISSED EXAM AND LATE SUBMISSION POLICY ....................................................................... 4

ATTENDANCE POLICY ........................................... 4

ELECTRONIC DEVICE POLICY .......................... 4

OUT-OF-CLASS COMMUNICATION ................ 5

REFERENCING STYLE FOR WRITTEN WORK ........................................................................ 5

CLASS SCHEDULE ................................................. 5

IMPORTANT DATES ............................................ 6

INTENDED LEARNING OUTCOMES ............... 8

UNDERGRADUATE BONUS CREDIT RESEARCH PARTICIPATION PROGRAM ...... 9

ACADEMIC INTEGRITY POLICY ................... 10

STUDENT SERVICES AND SUPPORTS ....... 12

ABOUT THE INSTRUCTOR ............................. 13

INSTRUCTOR Name: Namita Bhatnagar Office: 486 Drake Centre Phone: 204-474-9299 Email: namita.bhatnagar@umanitoba.ca Office hours: Tue/Thu 11.30 am -12.30 pm, or by appointment COURSE DESCRIPTION This course is a study of buying behaviour of individuals and organizations as affected by psychological and sociological forces within society. Contemporary approaches to business emphasize the importance of adopting a consumer focus. Marketing, in particular, begins and ends with the consumer – from determining consumer needs to providing consumer satisfaction. The primary goal of this course is to enhance your understanding of consumer behaviour. Of course the ultimate goal is for you to develop effective marketing techniques. By

2 of 13

the end of the term, you should have learned quite a bit about consumer psychology as well as its relevance for marketing researchers and managers. Understanding how consumers will behave helps marketers anticipate reactions to changes in the marketing mix, or to the adoption of new products. While you may feel like you already have good intuition about the psychology of consumers, it is clear that people do not always behave in the manner in which we expect them to. In fact, there are often differences between the beliefs consumers have about their own behaviour and what they actually do in the marketplace. For instance, when asked, a consumer might say that Tide is the best buy, but this same customer may actually purchase a different detergent. Indeed, consumer behaviour tends to be significantly more complicated than our intuition might suggest. Given the same purchase situation, different consumers can behave differently; moreover, the same consumer can make very different decisions on separate occasions. Only by systematically examining the attitudes, beliefs, motives, and decisions that comprise consumer behaviour can we hope to have an accurate understanding of our target consumers. This information can then be used to help guide the kinds of decisions that marketing managers must make on a daily basis. This course begins by looking at the consumer on an individual level, through an examination of the intra-psychic components of consumer behaviour. This includes topics on consumer perceptions, memory, motivation, attitudes, and decision-making. Topics addressed later in the course will focus on the interdependent aspects of consumer behaviour by examining its social and cultural context, including the influence of group members on decision-making and perception, differences between sub-cultures within North America, and the nature and importance of cultural differences in consumer behaviour. The final component of this course deals with understanding why some products are successfully adopted by consumers while others are failures and disappear from the marketplace. Discussions on the adoption and diffusion of innovations within a culture are followed by discussions of the diffusion of products/ideas across cultures. Implications are drawn from the perspective of standardization versus localization. COURSE OBJECTIVES 1. Help you recognize the importance of understanding consumer behavior for successful marketing. 2. Introduce you to consumer behavior theories and their applications in marketing. 3. Help you recognize the application of consumer behavior concepts around us. 4. Give you hands-on experience in conducting a formal consumer behavior research study. COURSE MATERIALS Consumer Behaviour: Buying, Having, and Being, 7th Canadian Edition, 2017, Michael R. Solomon, Katherine White, and Darren Dahl, Pearson Education Canada, ISBN-13: 9780133958096. Additional materials (e.g., journal articles, magazine articles, mini-cases, assignments, and other write-ups) will be assigned from time to time. Students that are interested may request additional readings on particular topics. PowerPoint lecture handouts (and other materials where possible) will be posted online. Please respect copyright laws. Photocopying textbooks or other reading material is a violation of copyright laws and is unethical, unless permission to copy has been obtained.

3 of 13

ASSESSMENT OF LEARNING There will be four components to the grading:

Midterm Exam (Feb 25; in class) - 35 %

Final Exam (time and location TBD) - 35 %

Term Project (group work; due Apr 13) - 15 %

Class Participation - 15 %

I will be using the following letter-grading scheme:

Marks Letter Grade

90 and above A+

80 – 89.99 A

77 – 79.99 B+

70 – 76.99 B

67 – 69.99 C+

60 – 66.99 C

50 – 59.99 D

Below 50 F

Exams: Exams can include a combination of multiple choice and essay questions. These will be based on information from the text, lectures, and any additional class materials used (e.g., video-cases, readings). The midterm exam will be held in class (during class time). All materials covered until that point will be tested. The final examination will be non-cumulative in nature.

Term Project: The term project is a group assignment and should be completed within groups of 4-5 students. The topic(s), expectations, outcomes, and evaluative components will be announced during later classes. Groups will be formed and announced in class on January 23. Students may indicate group preferences latest by January 21 and I will try to accommodate these preferences to the extent possible. I would be happy to make the group assignments on your behalf if you have no preferences, or do not know others in the class.

In-class meetings (approx. 5 minutes) between the various groups and the instructor will take place on February 27. Softcopies as well as hardcopies of the final report are due by 10am on April 13.

Please be aware that this is a group-based exercise and I expect everyone to be valued members of their groups. As in the workplace, it is essential to learn how to function effectively within teams and contribute to group goals. Peer evaluations will therefore be one of the components for assessing individual scores. These peer evaluations will occur anonymously at term-end after the project has been submitted. Please schedule an appointment with me if you need help in researching and/or developing this project. All projects must be initiated, and completed, exclusively for this course.

Class Participation: We all bring experience and knowledge into the classroom, and I expect all class participants to share this and benefit by it. For effective class participation, you need to have read the assigned materials before the class session. Assigned materials include readings/cases that are handed out in class, and the text chapters specified in the syllabus outline. Effective class participation includes: 1) asking questions about concepts from lectures or readings that you agree or disagree with; 2) sharing your experience or point of view with the class; 3) building on points raised by others; 4) clarifying issues;

4 of 13

or 5) relating topics discussed to previous class discussions. Direct student-to-student interaction is encouraged. Such interactions should be positive and courteous even when your opinions differ. Class attendance is important. Regular and punctual attendance is a necessary but not a sufficient criterion for high class-participation grades. MISSED EXAM AND LATE SUBMISSION POLICY If you miss an exam for medical reasons, I can give you a make-up exam only if you provide a doctor’s note that certifies you were unfit to come to class on the day of the exam. In some cases, I may call the doctor’s office to verify the validity of the doctor’s note. The Asper School also has a list of events for which accommodations will be made for a missed term exam (not final exam). Make-up exams will not be given for any other reason. I cannot guarantee that the difficulty level of the makeup exam will be the same as the one the rest of the class got.

Do not make travel plans before the Final Exam. I cannot give a make-up because you booked a flight ticket for a date earlier than the scheduled final exam. In the event you have to miss the Final Exam for a valid reason as noted above, a request for a deferred exam must be made at your home Faculty’s Undergraduate Program Office (268 Drake, if you are an Asper student). ATTENDANCE POLICY You are allowed to miss a maximum of 3 classes without a valid excuse. Excused absences include a medical reason (with doctor’s note), travel for an approved academic event as per this Faculty-approved list of events, death of a close family member, or religious observation. In each of the above cases, documentation will be required.

If a student has over 3 unexcused absences, it will result in an automatic F grade in the course, as per the Asper School’s Debarment Policy. If you feel you will miss more than 3 classes without a valid excuse, you are strongly encouraged to VW if possible.

Attendance will be taken starting January 21. ELECTRONIC DEVICE POLICY You may use a laptop or tablet for note-taking. If you are using a laptop, please sit in the last row to avoid distracting those sitting behind you. Please practice self-control—don’t browse the Internet or check your e-mail/social media messages in class.

You are not allowed to use a cell phone in class, even if it were to access UM Learn or take notes. Switch your phone to silent mode before class begins. Texting during class will result in a 1 mark penalty in the course grade; the penalty will double for every subsequent incidence of your texting.

If you wish to audio/video record any lectures, please obtain my permission before doing so.

5 of 13

OUT-OF-CLASS COMMUNICATION PowerPoint files, assignment/project guidelines, and other class-related materials will be posted on UM Learn. Moreover, any announcements outside of class will be sent by e-mail from UM Learn. It is your responsibility to check your UofM e-mail account frequently so that you don’t miss these emails. There are many questions that cannot be answered succinctly over email. If you email me a question, please consider whether it can be easily and effectively answered by email. If it cannot, please talk to me before or after class. For questions that are difficult to answer electronically or require a lengthy response, I may ask you to meet with me to have a discussion instead. REFERENCING STYLE FOR WRITTEN WORK For the group project, you are expected to use the APA style of referencing for both in-text citations and the bibliography. To learn about the APA style, please consult a librarian in the Management Library or look up http://libguides.lib.umanitoba.ca/citationmanagers/referencemanagers. CLASS SCHEDULE

Jan 7 - General Introduction; Chapter 1 (Introduction to Consumer Behaviour) Jan 9 - Chapter 1 continued Jan 14 - Chapter 4 (Motivations, Involvement, and Affect) Jan 16 - Chapter 4 continued Jan 21 - Chapter 5 (The self) Term project group preferences given Attendance recording begins Jan 23 - Chapter 2 (Sensory perceptions) Term project groups announced Term project guidelines provided Jan 28 - Chapter 2 continued Jan 30 - Chapter 7 (Attitude formation) Feb 4 - Chapter 7 continued Feb 6 - Chapter 8 (Attitude change) Feb 11 - Chapter 8 continued

6 of 13

Feb 13 - Chapter 3 (Learning and memory) No classes Feb 18-21 (Winter term break) Feb 25 - Midterm Exam (in class, all materials covered till this point)

Feb 27 - Term project meetings (in-class) Mar 3 - Chapter 3 continued Mar 5 - Chapter 6 (Personality and lifestyle) Mar 10 - Chapter 6 continued Mar 12 - Chapter 9 (Individual decision making) Mar 17 - Chapter 10 (Buying and disposing) Mar 19 - Chapter 10 continued Mar 24 - Chapter 11 (Social influence and Group decision making) Mar 26 - Chapter 11 continued Mar 31 - Chapter 12 (Social class influence)

Apr 2 - Chapter 15 (Diffusion of innovations) Apr 7 - Chapter 15 continued

Apr 13 - Term project due at 10 am TBA - Final Exam

IMPORTANT DATES

Term project group preferences - Jan 21

Attendance recording begins - Jan 21

Term project group announcement - Jan 23

Winter break (no classes) - Feb 18 - 21

Midterm Exam (in class) - Feb 25

Term project meetings (in class) - Feb 27

7 of 13

VW deadline - Mar 18

Group Project due - Apr 13, by 10 am

Final Exam (location TBD) - Time, date TBD by University Registrar

8 of 13

INTENDED LEARNING OUTCOMES

AACSB Assurance of Learning Goals and Objectives The Asper School of Business is proudly accredited by AACSB. Accreditation requires a process of continuous improvement of the School and our students. Part of “student improvement” is ensuring that students graduate with the knowledge and skills they need to succeed in their careers. To do so, the Asper School has set the learning goals and objectives listed below for the Undergraduate Program. The checked goal(s) and objective(s) will be addressed in this course and done so by means of the items listed next to the checkmark.

Goals and Objectives in the Undergraduate Program

Goals and Objectives Addressed

in this Course

Course Item(s) Relevant to these

Goals and Objectives

1 Quantitative Reasoning

A. Determine which quantitative analysis technique is appropriate for solving a specific problem.

Chapter 7

B. Use the appropriate quantitative method in a technically correct way to solve a business problem.

Chapter 7

C. Analyze quantitative output and arrive at a conclusion.

Chapter 7

2 Written Communication

A. Use correct English grammar and mechanics in their written work.

Term project and

exams

B. Communicate in a coherent and logical manner

Term project and exams

C. Present ideas in a clear and organized fashion.

Term project and exams

3 Ethical Thinking

A. Identify ethical issues in a problem or case situation

Chapter 1, and

throughout course

B. Identify the stakeholders in the situation.

Chapter 1

C. Analyze the consequences of alternatives from an ethical standpoint.

Chapter 1

D. Discuss the ethical implications of the decision.

Chapter 1

4 Core Business Knowledge Entire course

9 of 13

UNDERGRADUATE BONUS CREDIT RESEARCH PARTICIPATION PROGRAM

Students in Consumer Behaviour (MKT 3230) can participate in up to four online research studies this term to earn bonus credit. Each study takes approximately 15 minutes to complete, and provides a 0.5% bonus to your course grade. There is a maximum bonus of 2% per course.

Please note that each study can only be completed once for extra credit: completing the same study more than once will not provide additional course credit.

Benefits of the Program: This program is designed to give students a glimpse into how marketing theory is developed through participation in marketing research studies conducted by faculty here at the Asper School of Business.

Participation in academic research studies also enhances the value of the degrees from Asper. University reputations are affected by the quality of research conducted by their faculty: participating in these studies helps Asper professors publish in scholarly journals, consequently improving the school’s reputation.

Procedure: You will be notified via email prior to each study so that you may participate online. At the end of each study, you can choose a course to which you assign the bonus credit. Please take a screen shot of the page where you assign the bonus credit, for your records.

At the end of each study session, you will be debriefed, i.e., you will be informed as to what was being studied in each study. This debriefing will allow you to see how marketing theory is developed through academic research.

All studies that you participate in are approved by the Psychology/Sociology Research Ethics Board, University of Manitoba. If you have any questions, please feel free to contact the subject pool administrator at mktg_research@umanitoba.ca.

Alternative Assignment: Should you wish to earn bonus credit, but not wish to participate in research, the following option is offered as an alternative assignment for bonus credit. This alternative assignment is designed to take approximately 15 minutes of time, the same time that would be spent if you were participating in the research program.

Students are to find one short research report in the Journal of Consumer Psychology or Psychological Science and will be required to read the article and submit a one page summary of the main findings to mktg_research@umanitoba.ca by the end of the particular study period a student chooses not to participate in (i.e. if the study period is from Feb 1 – 15, this is the period in which the alternative assignment has to be done and submitted). Credit will be given to the student as if they participated in the research study. Please note that a separate assignment has to be completed for each study.

Any questions about the assignment or suggestions for articles should be directed to mktg_research@umanitoba.ca.

10 of 13

ACADEMIC INTEGRITY POLICY It is critical to the reputation of the Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading “Plagiarism and Cheating.” Specifically, acts of academic dishonesty include, but are not limited to:

using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words

duplicating a table, graph or diagram, in whole or in part, without referencing the source paraphrasing the conceptual framework, research design, interpretation, or any other ideas of

another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source

copying the answers of another student in any test, examination, or take-home assignment providing answers to another student in any test, examination, or take-home assignment taking any unauthorized materials into an examination or term test (crib notes) impersonating another student or allowing another person to impersonate oneself for the purpose

of submitting academic work or writing any test or examination stealing or mutilating library materials accessing test prior to the time and date of the sitting changing name or answer(s) on a test after that test has been graded and returned submitting the same paper or portions thereof for more than one assignment, without discussions

with the instructors involved Group Projects and Group Work

Many courses in the Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic integrity. All group members should exercise special care to ensure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to specific individuals.

Some courses, while not requiring group projects, encourage students to work together in groups before submitting individual assignments. If it’s unclear whether it is allowed, students are encouraged to seek clarification from the instructor to avoid violating the academic integrity policy. In the Asper School of Business, all suspected cases of academic dishonesty in undergraduate courses are reported to the Dean's office and follow the approved disciplinary process. See following table for typical penalties for academic dishonesty in the Asper School.

11 of 13

Typical Penalties for Academic Dishonesty in the Asper School

If the student is from another Faculty and the academic dishonesty is committed in an Asper course, the student’s Faculty could match or add penalties beyond the Asper School’s.

F-DISC on transcript indicates the F is for disciplinary reasons.

ACADEMIC DISHONESTY PENALTY

Cheating on exam (copying from or providing answers to another student)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Sharing exam questions electronically during exam

F-DISC in course Suspension from taking Asper courses for 2 years Notation of academic dishonesty in transcript

Possession of unauthorized material during exam (e.g., cheat notes)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Altering answer on returned exam and asking for re-grading

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Plagiarism on assignment F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Submitting paper bought online F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Inappropriate Collaboration (collaborating with individuals not explicitly authorized by instructor)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Group member had knowledge of inappropriate collaboration or plagiarism and played along

F-DISC in course Notation of academic dishonesty in transcript

Signing Attendance Sheet for classmate F-DISC in course Notation of academic dishonesty in transcript

Impersonation on exam Expelled from the University of Manitoba and reported to Winnipeg Police

12 of 13

STUDENT SERVICES AND SUPPORTS The University of Manitoba provides many different services that can enhance learning and provide support for a variety of academic and personal concerns. You are encouraged to visit the below websites to learn more about these services and supports. If you have any questions, please do not hesitate to contact your instructor or the Undergraduate Program Office.

For Information on… …follow this link

Admission, Registration, Tuition Fees, Important Dates, Final Exams, Graduation, and Transcripts

Registrar’s Office

Academic policies & procedures, regulations, Faculty-specific information, degree and major requirements

Academic Calendar

Help with research needs such as books, journals, sources of data, how to cite, and writing

Library Resources

Tutors, workshops, and resources to help you improve your learning, writing, time management, and test-taking skills

Writing and Learning Support

Support and advocacy for students with disabilities to help them in their academic work and progress

Student Accessibility Services

Copyright-related questions and resources to help you avoid plagiarism or intellectual property violations

Copyright Office

Student discipline bylaws, policies and procedures on academic integrity and misconduct, appeal procedures

Academic Integrity

Policies & procedures with respect to student discipline or misconduct, including academic integrity violations

Student Discipline

Students’ rights & responsibilities, policies & procedures, and support services for academic or discipline concerns

Student Advocacy

Your rights and responsibilities as a student, in both academic and non-academic contexts

Your rights and responsibilities

Full range of medical services for any physical or mental health issues

University Health Service

Information on health topics, including physical/mental health, alcohol/substance use harms, and sexual assault

Health and Wellness

Any aspect of mental health, including anxiety, stress, depression, help with relationships or other life concerns, crisis services, and counselling.

Student Counselling Centre

Support services available for help regarding any aspect of student and campus life, especially safety issues

Student Support Case Management

Resources available on campus, for environmental, mental, physical, socio-cultural, and spiritual well-being

Live Well @ UofM

Help with any concerns of harassment, discrimination, or sexual assault

Respectful Work and Learning Environment

Concerns involving violence or threats, protocols for reporting, and how the university addresses them

Violent or Threatening Behaviour

13 of 13

ABOUT THE INSTRUCTOR Namita Bhatnagar is a Professor of Marketing at the Asper School. She has an M.Sc. (Honours) in Economics and a Masters of Management Studies from the Birla Institute of Technology and Sciences in Pilani, India. Namita has worked in the fields of financial services and corporate strategy prior to getting a Ph.D. in Marketing from the University of North Carolina at Chapel Hill in the US. Namita joined the Asper School as an Assistant Professor in 2002, and has taught courses at the Undergraduate, MBA, M.Sc., Ph.D., and Executive Education levels. Namita has also taught coursework at Thammasat University in Thailand and at the University of North Carolina at Chapel Hill. Dr. Bhatnagar has served on several Ph.D. and M.Sc. committees in the role of committee member, co-chair and chair of program advisory and thesis committees. The quality of her teaching has resulted in a university-wide Merit Award, and has been recognized by the President of the university, the Asper School of Business Dean, and Head of the Department of Marketing. Namita has teaching and research interests in the areas of consumer research, persuasive communications, socially responsible marketing, and the marketing of professional services. Her publications have appeared in outlets such as the Journal of Business Ethics, Journal of Applied Psychology, International Journal of Advertising, Journal of Business Research, and Journal of Advertising. Her research has been presented at venues that include the Association of Consumer Research, Society for Consumer Psychology, Academy for Marketing Sciences, Academy of Management, and Marketing and Public Policy conferences. Namita is active in a variety of committee and non-committee based service within and outside the university. She has served as member and chair of the MBA Committee at the Asper School, and on the board of the Immigrant Centre Manitoba Inc. Namita provided the keynote talk at the Canadian Public Relations Society (Manitoba chapter) luncheon series, and has presented to the MTS Women’s Interest Group.