《消費(fèi)者行為學(xué)》教學(xué)大綱英文

1、PAGE PAGE 16Syllabus of Consumer BehaviorCourse Name： consumer behavior Course Code： Credits： 3.0 Total Credit Hours：48 Lecture Hours： 48 Experiment Hours： 0 Programming Hours： 0 Practice Hours：0Total Number of Experimental (Programming) Projects 0 , Where, Compulsory ( 0 ), Optional (0 ).School：the

2、 school of Business Target Major： Marketing, organization management 、Course Nature & AimsConsumer behavior is the core course of marketing major. It is a comprehensive and marginal subject formed on the basis of interdisciplinary. It is the application of basic theories of psychology and behavior s

3、cience in contemporary marketing. The purpose of this course is to systematically describe the consumer behavior characteristics and purchase decision-making process in the era of mobile Internet and big data, reveal the behavior rules and causes of consumers, so as to better predict and guide consu

4、mer behavior, and guide the marketing practice of enterprises. The course mainly includes three parts: one is to analyze the internal factors influencing consumer behavior from the perspectives of perception, learning and memory, motivation and values, self, personality and mental schema; two is to

5、understand how consumers make decisions from the perspectives of attitude and persuasion, individual decision-making, purchase and disposal, and family decision-making; three is to explore the influence from the perspectives of culture, group, social class and lifestyle External factors affecting co

6、nsumer behavior. 、Course ObjectivesMoral Education and Character Cultivation.Moral cultivation is the fundamental task of education. Moral cultivation means cultivating talents. The purpose of teaching is to cultivate people into people with noble moral cultivation, which is also the core of the Chi

7、nese tradition of respecting teachers and valuing education. Consumer behavior is an important foundation of marketing, but also a more mature course. Through the study of this course, students will cultivate themselves to be socialist builders and successors with all-round development of morality,

8、intelligence, body, beauty and labor.We should deeply understand the rich connotation of the new era, accurately grasp the new historical orientation of Chinas development, and better shoulder the historical mission of the new era. We should build up confidence in the road, theory, system and cultur

9、e of socialism with Chinese characteristics.、Course ObjectivesThrough the study of this course, students have the following qualities, skills, knowledge and abilities:Course objective 1. Systematically master the basic theoretical system of consumer behavior based on psychology, behavior, etc,(corre

10、sponding to chapters 3, 4, 5, 6, 7 and 8, supporting graduation requirement index points 3, 5, 10 and 12)Objective 2: to understand the basic research methods of consumer research;(corresponding to chapters 1 and 2, supporting graduation requirements index points 3 and 5)Course objective 3. Have the

11、 ability to analyze consumer phenomenon and put forward marketing strategy with consumer behavior theory;(corresponding to chapters 11, 12, 13 and 14, supporting graduation requirement index points 3, 5, 10 and 12)Course objective 4. Understand the new behavior characteristics of modern consumers, e

12、specially in the era of mobile Internet, and be able to use theory to analyze consumers in China.(corresponding to chapters 2, 9 and 10, supporting graduation requirement index points 3, 5, 10 and 12)3. Supporting for Graduation RequirementsThe graduation requirements supported by course objectives

13、are mainly reflected in the graduation requirements indices351012, , as follows:Supporting for Graduation RequirementsCourse ObjectivesGraduation RequirementsIndices and Contents Supporting for Graduation RequirementsTeaching TopicsLevel of Support IndicesContents1Decision making ability3Be able to

14、make decisions and judgments on the content of marketing based on the research on consumers3-14H2Professional competence5Master the basic knowledge of consumer behavior research, be able to conduct market analysis, investigation and data processing, and be familiar with basic theories and methods1-1

15、4H3Professional development ability10Master professional theory and knowledge, improve professional development ability1-14M4Lifelong learning ability12Be familiar with the industry and professional development direction, understand the research hotspot of the discipline, and improve the lifelong le

16、arning ability1-2L、Basic Course ContentChapter 1. Introduction (support training objectives 3, 5, 10, 12)1.1 basic categories and disciplinary characteristics of consumer behavior1.2 importance and significance of research1.3 research history and discipline framework1.4 the rise of digital consumer

17、behavior1.5 research methods of consumer behavior1.5.1 introduction to research methods of consumer behavior1.5.2 consumer measurement and scale1.5.3 consumers online footprint1.5.4 big data analysis of consumer behaviorTeaching requirements: this chapter requires students to understand the importan

18、ce and significance of consumer behavior, the history and basic research methods of consumer behavior research, and the basic framework of consumer behavior research. It is required to have a general understanding of consumer behavior research to form a sense of consumer behavior research, and to un

19、derstand the general methods and tools of consumer behavior research.Key Points: : consumer research methodsDifficult Points：grasp the core concept of customer value and the marketing mode of sharing value with customers in the new environment of mobile Internet.Chapter 2 consumers and social welfar

20、e (support training objectives 3, 5, 10, 12)2.1 business ethics and consumers rights and interests2.2 consumer rights and product satisfaction2.3 major policy issues related to consumer behavior2.4 dark side of consumer behaviorTeaching requirements: in this chapter, students are required to underst

21、and the importance of marketing ethics, and understand that business conforming to ethics is a good business. In business activities, marketers are responsible for providing safe and practical products. At the same time, consumer behavior may also cause harm to individuals and society.Key Points: :

22、consumer rights and interestsDifficult Points：business ethics and consumers rights and interestsChapter 3 consumer perception (support training objectives 3, 5, 10, 12)3.1 sensory and sensory marketing3.2 three stages of perceptionTeaching requirements: this chapter requires to understand consumer p

23、erception and sensory marketing, understand consumer perception process, discuss consumer attention and its influencing factors, understand how consumers understand marketing stimulation, discuss the relationship between schema and consumer perception, understand how consumers form product quality p

24、erception, and analyze consumer perception risks and reasons.Key Points: : three stages of sensory marketing and perceptionDifficult Points：three stages of perceptionChapter 4 learning and memory of consumers (support training objectives 3, 5, 10, 12)4.1 learning overview4.2 theory of learning4.3 ch

25、aracteristics of learning4.4 memory and forgettingTeaching requirements: this chapter requires to understand the importance of consumer learning, classic conditioned reflex and operational conditioned reflex theory and marketing significance, analyze marketing stimulus generalization and discriminat

26、ion, learning under high and low intervention, understand the relationship between memory and consumer learning, and analyze consumer forgetting and marketing meaning.Key Points: : Learning TheoryDifficult Points： how to use learning theory to analyze and design marketing activitiesChapter 5 motivat

27、ion and emotion of consumers (support training objectives 3, 5, 10, 12)5.1 needs and motivation5.2 motivation theory5.3 motivation and marketing strategy5.4 consumer experience theoryTeaching requirements: this chapter requires to understand the connection and difference between consumer needs and p

28、urchase motivation, Freuds psychoanalysis and marketing meaning, Maslows hierarchy of needs theory and marketing meaning, understand the main technology of identifying consumers hidden motivation, discuss and compare profit-seeking motivation and avoidance motivationKey Points: : motivation theory a

29、nd experience theoryDifficult Points： the difference between needs and needsChapter 6 consumers self: mind, gender and body (support training objectives 3, 5, 10, 12)6.1 self concept6.2 gender identity6.3 bodyTeaching requirements: students are required to understand that self-concept strongly affec

30、ts consumer behavior. Products often define a persons self-concept. Gender identity is an important part of consumer self-concept. The way we think about the body is a key part of self-esteem. Each culture has its own way of body modification or damage.Key Points: : self concept, gender identityDiff

31、icult Points：the relationship between self-concept and purchase behaviorChapter 7 personality, lifestyle and values (support training objectives 3, 5, 10, 12)7.1 consumer personality7.2 brand personality7.3 lifestyle and segmentation7.4 valuesTeaching requirements: this chapter requires discussion o

32、f the relationship between consumer personality and purchase behavior, understanding of big five model and brand personality, analysis of materialistic values and their impact on purchase behavior, consumer lifestyle and measurement methods, and vals2 lifestyle classification frameworkKey Points: :

33、brand personality, consumer personalityDifficult Points：the application of life style and values segmentationChapter 8 formation and change of consumer attitudes (support training objectives 3, 5, 10, 12)8.1 power of attitude8.2 attitude formation8.4 change of attitudeTeaching requirements: this cha

34、pter requires to understand the relationship between consumer attitude and purchase behavior, understand the main methods of measuring consumer attitude, grasp the main theories about the formation of consumer attitude, discuss the formation of attitude under the processing of central path and margi

35、nal path, discuss the Hofland Janis model, and how consumer attitude changes with time.Key Points: : concept, theory and change of attitudeDifficult Points： using attitude change model to analyze consumers.Chapter 9 decision making: evaluation and purchase (entity and network) (support training obje

36、ctives 3, 5, 10, 12)9.1 pre purchase evaluation of consumers9.2 cognitive decision making9.2 habitual decision making9.3 family decision making9.4 consumption decision in mobile Internet EnvironmentTeaching requirements: this chapter requires to understand the evaluation criteria of consumers purcha

37、se, the principles of consumers choice, the reasons for the inconsistency between purchase intention and purchase behavior, analyze the impulse purchase and the purchase in pursuit of diversity, the consumers shopping motivation and the main factors affecting consumers shop choice.Key Points: : cons

38、umers purchase decisionDifficult Points： consumption decision in mobile Internet EnvironmentChapter 10 purchase, use and disposal (support training objectives 3, 5, 10 and 12)10.1 post purchase conflict10.2 influence of situational factors on consumer behavior10.3 use and idle of products10.4 repeat

39、 purchase and brand loyalty10.5 product and packaging disposalTeaching requirements: this chapter requires students to be able to analyze the purchase conflict and reasons, discuss the reasons for product idleness, the influencing factors of consumer satisfaction and dissatisfaction, consumer compla

40、ints and enterprise response measures, the causes of consumer brand loyalty, and how consumers dispose of products and packaging.Key Points: : purchase situation, post purchase conflict, product packaging and disposalDifficult Points： situational factors of purchaseChapter 11 groups and social media

41、 (support training objectives 3, 5, 10, 12)11.1 influence of reference group on purchase behavior11.2 roles and buying behavior11.3 group pressure and conformity11.4 word of mouth and opinion leadersTeaching requirements: this chapter requires to understand the characteristics and classification of

42、social groups, how reference groups affect consumer purchase behavior, the factors determining the influence intensity of reference groups, how enterprises use reference groups to affect consumers, how roles affect consumer purchase behavior, and the reasons and influencing factors of consumer confo

43、rmity.Key Points: : reference group, role, group, opinion leaderDifficult Points：public praise and opinion leadersChapter 12 income and social class (support training objectives 3, 5, 10, 12)12.1 income and consumer identity12.2 social class and consumer identity12.3 status symbols and social capita

44、lTeaching requirements: this chapter requires an understanding of the relationship between social class and purchase behavior, the determinants of social class, measurement methods, Chinese class division and differences in consumer behavior.Key Points: : income, classDifficult Points： the influence

45、 of social class on consumption behaviorChapter 13 subculture (support training objectives 3, 5, 10, 12)13.1 race and ethnic subculture13.2 religious subculture13.3 family and age subculture13.4 regional subcultureTeaching requirements: this chapter requires an understanding of the main functions of

46、 the family, the changes of the family and their impact on consumers purchase behavior, family life cycle and marketing significance, family decision-making methods and influencing factors, family decision-making conflicts, and the role of children in family purchase decision-makingKey Points: : fam

47、ily, regional subcultureDifficult Points：the influence of subculture on consumption behaviorChapter 14 culture (support training objectives 3, 5, 10, 12)14.1 global cross-cultural consumption14.2 consumer cultural values14.3 cultural factors affecting nonverbal communication14.4 characteristic consu

48、mption behaviors of Chinese culture (face consumption, relationship consumption, root consumption)14.5 innovation diffusionTeaching requirements: this chapter requires understanding the relationship between culture and purchasing behavior, discussing the characteristics of Chinese culture and its pe

49、rformance in purchasing behavior, discussing cultural values and their measurement, the classification and marketing significance of cultural values, and cultural factors affecting non-verbal communication.Key Points: characteristic consumption behavior of Chinese culture (face consumption, relation

50、ship consumption, root consumption)Difficult Points：cultural values, innovation and diffusion、Table of Credit Hour Distribution Teaching ContentIdeological and Political Integrated Lecture HoursExperiment HoursPractice HoursProgramming HoursSelf-study HoursExercise ClassDiscussion HoursChapter I and

51、 Chapter II Introduction (concept, importance and significance of research, research history, discipline framework of research, basic research method I)根據(jù)教學(xué)內(nèi)容，融入思政教育元素Building virtue means building virtue,Business ethics3basic research method IIBuild up self-confidence in the road and theory of soci

52、alism with Chinese characteristics.6Chapter3 perception (perception process, attention, understanding of marketing stimulus, quality perception, perceived risk and reasons)Build up self-confidence in the road and theory of socialism with Chinese characteristics.3Chapter four learning and memory(clas

53、sical conditioned learning, operational conditioned learning, generalization and discrimination of marketing stimulus, learning and forgetting in high and low intervention stateBuild up self-confidence in the road and theory of socialism with Chinese characteristics.4Chapter five: purchase motivatio

54、n (the difference between need and motivation, Freud, Maslow, implicit motivation, profit-seeking and harm avoiding motivation, consumer intervention)Build up self-confidence in the road and theory of socialism with Chinese characteristics.4Chapter six self: mind, gender identity and body, self-conc

55、ept and purchase behaviorBuild up self-confidence in the road and theory of socialism with Chinese characteristics.4Chapter 7 personality, lifestyle and values (consumer personality and purchase behavior, big five model and brand personality, materialistic values, lifestyle, vals2 lifestyle classifi

56、cation framework)Build up self-confidence in the road and theory of socialism with Chinese characteristics.4review3Chapter 9 consumer decision-making process: problem recognition and information collection (decision type, problem recognition process, internal and external information collection proc

57、ess and influencing factors)Build up self-confidence in the road and theory of socialism with Chinese characteristics.3Chapter 10: consumer decision-making process: evaluation and purchase (evaluation criteria, selection rules, inconsistency between purchase intention and purchase behavior, impulse

58、and diversity purchase, shopping motivation, main factors of store selection); post purchase behavior (impact factors of post purchase conflict, product idleness, satisfaction and dissatisfaction, complaint and response, brand loyalty, product disposal and packagingBuild up self-confidence in the ro

59、ad and theory of socialism with Chinese characteristics.2Midterm review2Chapter 11 groups: word of mouth, opinion leaders, social media revolutionBuild up self-confidence in the road and theory of socialism with Chinese characteristics.2Chapter 12 income and social class income, social class, status

60、 symbols and social capitalBuild up self-confidence in the road and theory of socialism with Chinese characteristics.2Chapter 13 family and consumer purchase behavior (family function, family life cycle, decision-making method, decision-making conflict, role of children)Build up self-confidence in t