Marketing 3503 Spring 2000

Behavioral Science Implications of Marketing

Dr. Leisa Reinecke Flynn

Office 307 644-4294

Lflynn@cob.fsu.edu

Course Objectives:

Course Content:

• The holistic perspective on consumer behavior
• Ethics and consumer behavior
• Environmental influences on the consumer
• Individual differences and consumption activities
• Psychological processes of the consumer
• Consumer decision processes
• Application of consumer analyses to business practices

Grading:

Exams (20, 20, 20)---------------------------------60%

Study Participation OR Article Report --------10%

Group Project---------------------------------------30%

10 point grading scale no plusses or minuses

Study Participation:

Professors at FSU are actively involved in research into consumer behavior. This semester Dr. Goldsmith is conducting a longitudinal study into innovativeness for consumer products. Students who opt for this project will be required to complete 3 questionnaires throughout the course of the semester.

Article Report:

Each student who opts out of the study participation is required to select an interesting article from a general interest journal or newspaper (like the Wall Street Journal or Time or Business Week)and prepare a 2 to 3 page report on it. The article must relate to some aspect of consumer behavior. The report should focus on relating the article to a topic covered in the course. If you have a question whether or not an article that you have found is appropriate please ask me. You must include a photocopy of the article with the written report. There will be a deduction of 5 of the 10 points for failure to include the copy. This report is due on OCTOBER 14th. Late papers will not be accepted.

Exams:

If you are going to miss an exam you must let me know before the exam is given. If you simply do not show up your own death will be the only acceptable excuse. I have voice mail and e-mail and you can leave me a message that I will get. I won't give a make-up if I haven't been notified in advance.

Honor Code

Students are expected to uphold the Academic Honor Code. The Academic Honor System of The Florida State University is based on the premise that each student has the responsibility to:

1. Uphold the highest standards of academic integrity in the student’s own work,

2. Refuse to tolerate violations of academic integrity in the University community, and

3. Foster a high sense of integrity and social responsibility on the part of the University community.

ADA Requirements

Students with disabilities needing academic accommodations should:

1. Register with and provide documentation to the Student Disability Resource Center (SDRC).

2. Bring a letter to the instructor from the SDRC indicating you need academic accommodations. This should be done within the first week of class.

(This syllabus and other class materials are available in alternative format upon request.)

Course Outline:

January 5 Introduction to the course Chapter 1

7 What is Consumer Behavior Chapter 1

12 The Process of Consumer research Chapter 2

17 MLK Holiday

19 Market Segmentation Chapter 3

21 More on Segmentation

24 Individual Differences in Consumers Chapter 4

26 Organic differences-Motivation Chapter 4

28 Hierarchy of Needs Chapter 4

31 Personality Chapter 5

February 2 Consumer characteristics Chapter 5

4 Brand Personality Chapter 5

7 Review

9 EXAM 1

11 Perception..Thresholds Chapter 6

14 Consumer images Chapter 6

16 Learning Chapter 7

18 More on Consumer Learning Chapter 7

21 Consumer Attitudes Chapter 8

23 Attitude Change Chapter 8

25 Attitude Models Chapter 8

28 Communication Chapter 9

March 1 Persuasion Chapter 9

3 Group influences Chapter 10

6-10 Spring Break

April