992消費者行為研討

 

首頁
向上
1002消費者行為研討
992消費者行為研討

 

  • 課程名稱:消費者行為研討

  • 必選修:企 碩二,3學分, 選修

  • 課程目標與簡介:

消費者行為係微觀到巨觀的角度,瞭解影響消費者心理、行為與決策的各項因素,從中探討對其各種情況下消費模式之影響。然而,消費者面對日新月異的消費情境與消費對象,過去的相關理論有些仍歷久彌新,有些則略顯不足。對於未來將從事企業經營、行銷管理之相關學生,有必要隨時掌握最新之消費行為理論。據此,本課程之目標係藉由消費者行為基本概念之討論,搭配研討最新之學術理論研究成果,以使學生對消費者行為相關領域之發展與應用有更深一層的瞭解。

  • 使用教材:(請修課同學遵守智慧財產權,不得非法影印)

    主要教材:

    Hawkins, D. I. and Mothersbaugh, D. L., 2010, Consumer Behavior, 11/e. McGraw Hill Higher Education. 東華書局/新月圖書代理

    參考書目:

    Hoyer WD & MacInnis DJ著,白滌清譯,消費者行為(Consumer Beahvior),第四版,2008,普林斯頓

     Blackwell, R. D., Miniand, P. W. and Engel, J. F., Consumer Behavior, 10th Edition, Thomson South-West

  • 課程進行方式、要求及評分標準:

    分章討論                40%

    文獻報告                40%

    平時成績                20%

    說明:

    • 本課程先以最新消費者行為教材為基礎,進行討論。後續輔以當前國外之期刊論文進行研討,以掌握最新學術研究之趨勢與脈絡。

    • 學生每週均需事前預習當週教材。由 負責同學準備約20-30分鐘的研讀簡報,再帶領同學進行問題討論。其他每位同學均需提出至少二個有深度的問題以進行探討。

    • 文獻報告原則上以教師提供之期刊論文為主,但學生亦可自行尋找一流期刊近三年內有關消費者行為之學術論文,並作深度之報告與討論 。選讀之文章應於期中考週提供教師審閱是否適當。文獻出處可為JCR、JM、JMR、JCP、JCA、JCB、PM等。每位同學應至少報告一篇文獻。

    • 建議論文List:

      • 2009_JCR_Coming to a Restaurant Near You Potential Consumer Responses to Nutrition Information Disclosure on Menus

      • 2009_JCR_Evaluating the Benefits of Distraction on Product Evaluations The Mind-Set Effect

      • 2009_JCR_When Does Choice Reveal Preference Moderators of Heuristic versus Goal-Based Choice

      • 2009_JCR_Why My Mother Never Threw Anything Out The Effect of Product Freshness on Consumption

      • 2010_JCR_Pleasurable Surprises A Cross-Cultural Study of Consumer Responses to Unexpected Incentives

      • 2010_JCR_The Development of Consumer-Based Consumption Constellations in Children

      • 2010_JCR_The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste

      • 2010_JCR_To Each His Own How Comparisons with Others Influence Consumers' Evaluations of Their Self-Designed Products

      • 2010_JMR_A Silver Lining of Standing in Line Queuing Increases Value of Products

      • 2010_JMR_Categorization Effects in Value Judgments Averaging Bias in Evaluating Combinations of Vices and Virtues

      • 2010_JMR_How Do Price Fairness Perceptions Differ Across Culture

      • 2010_JMR_Managing Sales Force Product Perceptions and Control Systems in the Success of New Product Introductions

      • 2010_JMR_The Effect of Sales Promotions on the Size and Composition of the Shopping Basket Regulatory Compatibility from Framing and Temporal Restrictions

      • 2010_JMR_When Choosing Makes a Good Thing Better Temporal Variations in the Valuation of Hedonic Consumption

  • 課程大綱:

    週次

    日期

    課程進度

    備註

    1

    2/23

    課程簡介

      

    2

    3/2

    1: Consumer Behavior and Marketing Strategy

    2: Cross-Cultural Variations in Consumer Behavior

    3: The Changing American Society: Values

      

    3

    3/9

    4: The Changing American Society: Demographics and Social Stratification

    5: The Changing American Society: Subcultures

    6: The American Society: Families and Households

      

    4

    3/16

    7: Group Influences on Consumer Behavior

    8: Perception

    李豐廷

    許鈞禹

    5

    3/23

    9: Learning, Memory, and Product Positioning

    10: Motivation, Personality, and Emotion

    劉素霖

    蔡欣霖

    6

    3/30

    11: Attitudes and Influencing Attitudes

    12: Self-Concept and Lifestyle

    張哲瑋

    劉欣怡

    7

    4/6

    學術交流週

      

    8

    4/13

    13: Situational Influences

    14: Consumer Decision Process and Problem Recognition

    黃宇真

    吳承恩

    9

    4/20

    15: Information Search

    16: Alternative Evaluation and Selection

    17: Outlet Selection and Purchase

    宣以韻

    蔡毓庭

    蘇哲民

    10

    4/27

    18: Postpurchase Processes, Customer Satisfaction, and Customer Commitment

    19: Organizational Buyer Behavior

    20: Marketing Regulation and Consumer Behavior

    陳許弘達

    李佳玲

    黃鳳儀

    11

    5/4

    2010_JMR_Managing Sales Force Product Perceptions and Control Systems in the Sucess of New Product Introductions

    2009_JCR_Why My Mother Never Threw Anything Out The Effect of Product Freshness on Consumption

    李豐廷

    許鈞禹

    12

    5/11

    2010_JCR_The Development of Consumer-Based Consumption Constellations in Children

    2009_JCR_Coming to a Restaurant Near You Potential Consumer Responses to Nutrition Information Disclosure on Menus

    劉素霖

    蔡欣霖

    13

    5/18

    2010_JMR_How Do Price Fairness Perceptions Differ Across Culture

    2010_JCR_Pleasurable Surprises A Cross-Cultural Study of Consumer Responses to Unexpected Incentives

    張哲瑋

    劉欣怡

    14

    5/25

    2010_JMR_Categorization Effects in Value Judgments Averaging Bias in Evaluating Combinations of Vices and Virtues

    2009_JCR_When Does Choice Reveal Preference Moderators of Heuristic versus Goal-Based Choice

    黃宇真

    吳承恩

    15

    6/1

    2010_JCR_To Each His Own How Comparisons with Others Influence Consumers' Evaluations of Their Self-Designed Products

    2009_JCR_Evaluating the Benefits of Distraction on Product Evaluations The Mind-Set Effect

    2010_JMR_When Choosing Makes a Good Thing Better Temporal Variations in the Valuation of Hedonic Consumption

    宣以韻

    蔡毓庭

    蘇哲民

    16

    6/8

     2010_JMR_A Silver Lining of Standing in Line Queuing Increases Value of Products

    2010_JCR_The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste

    2010_JMR_The Effect of Sales Promotions on the Size and Composition of the Shopping Basket Regulatory Compatibility from Framing and Temporal Restrictions

    陳許弘達

    李佳玲

    黃鳳儀

    17

    6/15

    調課

     

    18

    6/22

    期末考週

     

     

首頁 | 向上 | 1002消費者行為研討 | 992消費者行為研討

上次更新此站台的日期: 2012年01月10日