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Yuan Ze University
Master of Business Administration Program, College of Management
Consumer Behavior
Department
Course
code
Class
Credit
Course
Name
Instructor
Academic
Year
Semester
Master of Business
Administration
Program, College of
Management
CM53
9
Consumer
Behavior
Etta Yan-I
Chen
2015
Fall
Instructor
Office Number
60607
ettachen@saturn.yzu.edu.tw
Phone Number
ext. 2693
is the training for master students capability to self digest the knowledge and to enhance
the comprehensive ability of reading papers via giving examples. In this short
presentation, the presenter should provide the audience interesting real-life examples to
enhance our understanding important concepts. Group uploads the presentation material
in section of learning and discussion for classmates to refer after class.
#3. Im sticking with my brand: loyal customers perceive competitor ads differently.
From
Raju, Sekar H., Rao Unnava and Nicole Votolato Montgomery (2009), The Effect of
Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation
Process, Journal of Consumer Research, 35(5), 851-63.
Q1: Give one brand example that you are sticking with and the reason why you love this
brand?
Q2: Extend from Q1, give one competitors brand example that you do not prefer and the
reason why?
Q3: Think about any real life examples from your friends or family that they selected
biased information to defend for their preference for the committed product.
#4. Eating or spending too much? Blame it on facebook. From Wilcox, Keith and
Andrew T. Stephen (2013), Are Close Friends the Enemy? Online Social Networks,
Self-Esteem, and Self-Control, Journal of Consumer Research, (-n.a.-), p. 000. Article
DOI: 10.1086/668794Stable URL: http://www.jstor.org/stable/10.1086/668794 (optional
reading paper for ch11)
*Course Principle & Rules (Last but most important)
About being on time and personal responsibility, please especially note.
1.
All reports should hand in at the first class of assigned week, right after the
teachers arrival and before the class starts. Before the midnight of class day, please also
upload one electronic file to the homework assignment for AACSB requirement.
2.
Please be present in the classroom on time. Absence is acceptable only by
informing the teacher in advance with school formal documents of official leave or
medical proof of sick leave in one week.
Please refer to portal course material section
4.Handout
Course Reading
No. Reading
Languag
Type
e
Material
Type
Title
1
228 holiday.
Libary Link
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Group building
Mar. 14 Ch2 Perception
Def
ault
Ite
ms
Item
NO.
Item Name
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Homework
In-class
Midterm
Final Exam
Midterm
assessment
percentage
0%
0%
0%
Final grade
percentage
Midterm
assessment
percentage
0%
0%
0%
100%
Final grade
percentage
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0%
0%
0%
Self
defi
ned
Ite
ms
Item
NO.
Item Name
1
2
3
4
20%
30%
30%
20%