CONSUMER BEHAVIOR

MKTG 4506 Fall 2018

Tuesday & Friday

9.50 – 11.30am (Snell 117) | 1.35 – 3.15pm (Dodge 119) | 3.25 – 5.05pm (Dodge 119)

Instructor: Jennifer Yule, PhD

Office: 202 Hayden Hall
Office Hours: Wednesday 11am-12pm (if that doesn’t suit just email me)
Phone: 617-373-2812
Email: je.yule@neu.edu

COURSE MATERIALS
Text Book (required):
Donavan, Minor, Mowen (2016) Consumer Behavior
ISBN: 978-0-9971171-1-0
The book is available in the campus bookstore and also widely
available online

Book (required):
Lindstrom, M. (2016) Small Data
The book is available in the campus bookstore and also widely
available online

Case pack (required):

There is one paper that needs to be purchased from HBS. Follow this link to register and buy
the reading materials. https://hbsp.harvard.edu/import/553325

THE SYLLABUS
The syllabus operates as our document of mutual understanding; it represents our agreement.
Please read this syllabus carefully. Changes may be made to it as the course progresses - such
changes will be discussed in advance and communicated via Blackboard and email. It is your
responsibility to ensure you have the current syllabus version.

Dr J.Yule Syllabus V.1 Fall 2018 1

 COURSE OUTLINE
Consumers are at the center of the business value creation process and as
such, an understanding of consumer thoughts, feelings, and actions is critical
for business success. We will examine how and why consumers behave the
way that they do. You will have the opportunity to learn about theories
developed in marketing, psychology, sociology, and other behavioral sciences.
The course will examine the implications of consumer behavior for marketing
by illustrating how consumer affect, motivations, cognition, learning, decision
making, group and cultural influences, etc. should be considered in developing
effective marketing strategies. The course also aims to examine the implications of consumer
behavior on each of us as individual consumers and on societal well-being.

PERFORMANCE EVALUATION AND GRADING POLICIES

Unit of Assessment % of Overall Grade
Small Data - Team Presentation 15%

Exams x2 40%
Small Data - Critique 10%
Consumer Behavior Campaign - Team Presentation 25%
Class participation (includes Market Research Experience &
10%
quizzes related to ‘Small Data’)

MINIMUM PREPARATION TIME FOR CLASS

The School recommends a minimum of two hours of prep time for every credit. This class is a 4
credit class so you should factor in a minimum of 8 hours per week to read, prepare and work
on material for this class.

Evaluation Scale & Grade Distribution

The department has established guidelines to combat grade inflation and maintain equivalence
across multiple section of the same course. Final grades are assigned using the standard letter
grade scale with the following numeric translations: A = 4.0; A- = 3.667; B+ = 3.333, B = 3.0, B- =
2.667, C+ = 2.333, C = 2.000, C- = 1.667, D+ = 1.333, D = 1.000, D- = 0.667, F = 0.000. For this
undergraduate course it is level 4000 therefore GPA average should fall between 3.2 and 3.4.

CLASS PARTICIPATION & MARKET RESEARCH EXPERIENCE (10%)

Class attendance and participation are expected. My expectation is that you will come to class
prepared to discuss the assigned readings and raise pertinent questions. I expect that you will
attend class, arrive on time, stay the full period, and be attentive and polite. There are many
participative session during the course such as quizzes and activities, these are key times for
you to show your enthusiasm for the course. Make sure you are prepared and participate. The
class participation grade will be assigned by YOU as part of a co-production grade. Further
details at the end of the syllabus. The second aspect of your participation involves taking part in
some market research activities that are designed by marketing faculty here at NEU. You need
to participate in 3 market research activities (either experiments or writing research reports).
Full details at the end of the syllabus.

Dr J.Yule Syllabus V.1 Fall 2018 2

 A = 100-93% C = 77-73%

A- = 92-90% C- = 72-70%

B+ = 89-88% D+ = 69-68%

B = 87-83% D = 67-63%

B- = 82-80% D- = 62-60%

C+ = 79-78% F = <60%

OTHER CLASSROOM POLICIES

1. No Late Assignment/Projects: All assignments/projects are due on the day indicated, in class
or via electronic submission as indicated. All assignments/projects should be typed and
edited. No make-up assignments or exams are allowed.

2. Academic Honesty: Any individual or group work submitted that is plagiarized in any way
(i.e., a photocopy/printout copy of other’s work, or identical work, or coping of
ideas/paragraphs without citation from other sources) is cheating and the appropriate
actions will be taken. The student(s) caught cheating will automatically fail the class. When
an assignment is listed as individual work that means that the assignment you turn in must
be your own work. You may discuss/analyze the assignment with team members or your
peers; however, the assignment you turn in must be your own original write-up.

3. Communication Outside the Classroom: The best way to reach me is by email (I will be
available to answer any questions you may have by email until 5 pm during work days);
phone; or come to my office, I’m usually there! Additionally, you will be able to find all the
relevant materials for the class posted on blackboard. I will communicate course changes
and grades through blackboard and email.

4. Personal Technology Policy: Please refrain from using personal technology in the classroom
for purposes outside the class topic/discussion/assignments. Laptops, iPads and Tablets can
be used during class ONLY for note taking or class exercises. Cell phones should be put on
silent or turned off before coming to class.

If you wish to discuss your grade awarded and have feedback explained in more detail to
you, this needs to be done within 1 week of the assessment being returned to you.

Dr J.Yule Syllabus V.1 Fall 2018 3

 READING COLOR KEY
COURSE SCHEDULE1 - Tuesday/Friday starting 9/5 Textbook Chapter Small Data Chapter

DATE TOPICS READING & DUE ASSIGNMENTS

09/07 Introduction of Class and Syllabus. Course Syllabus
#1 Explore what is your perception of
consumer behavior?

09/11 Introduction to Consumer Chapter 1, 2 &14

#2 Behavior; segmentation methods
& strategy Please buy the text book in advance of class starting
to ensure you can do the reading for our early classes

09/14 Perception & Experiential Chapter 3 & Chapter 11

#3 Marketing
https://www.psychologytoday.com/us/blog/behind-
online-behavior/201701/sensory-marketing-the-
smell-cinnamon-made-me-buy

Adage article on Blackboard

09/18 Decision Making Part 1 Chapter 9
#4 Cognitive

09/21 Decision Making Part 2 Chapter 9

#5 Cognitive

09/25 Decision Making Part 3 Chapter 15

#6 Neuromarketing
Wave 1 of the MRE is ongoing
from 09/24 till 10/3. You need to
take part in this online.
Chapter 4
Selling to the Reptilian Brain PDF on Blackboard
http://adage.com/article/digitalnext/top-
neuromarketing-trends-watch-2017/307063/

09/28 Small Data Day Intro chapter to ‘Small Data’

#7 Exam prep Form groups for Small Data presentations

10/02 Motivation & Values (part 1) Chapter 5

#8 HBS Article ‘The Elements of Value’
Purchase using the link on page 1 of the syllabus

1 I reserve the right to change the course schedule if appropriate. Any changes will be communicated in
class and posted on Blackboard

Dr J.Yule Syllabus V.1 Fall 2018 4

10/05 Motivation & values (part 2) Chapter 5
#9

10/09
#10
EXAM

10/12 Personality & Psychographics Chapter 6

#11 Small Data Presentation 1 Chapter 1
http://www.adweek.com/digital/buzzfeed-thinks-
marketers-will-find-more-success-with-
psychographics-than-demographics/

10/16 Attitudes Chapter 7

#12
Small Data Presentation 2 Chapter 2

Wave 2 of the MRE is ongoing

from 10/15 till 10/24. You need to
do this in the lab.

10/19 The Self Concept (part 1) Chapter 8 (up to page 211)

#13 NYT article on Blackboard

10/23 The Self Concept (part 2) The Selfie Phenomenon – journal paper on
#14 Blackboard

Small Data Presentation 3 Chapter 3

10/26 Final Project Discussion (form
#15 groups) & Catch up day Chapter 4

Small Data Presentation 4

10/30 Culture & Cool (part 1) Chapter 13
#16

11/02 Culture & Cool (part 2) Chapter 13

#17 HBR Article: Google glass failed because it wasn’t
cool
HBR Article: This is your brain on cool
The real reason hipsters love PBR
PDFs on Blackboard

Small Data Presentation 5 Chapter 5

Dr J.Yule Syllabus V.1 Fall 2018 5

11/06 Consumer Mis-behavior and other
#18 Dark Deeds
Small Data Presentation 6
Wave 3 of the MRE is ongoing
from 11/5 till 11/14. You need to
do this online.
Chapter 16
https://www.customermonitor.com/blog/managing-
customer-misbehaviour
Read this blog post – it’s short and informative
Chapter 6

11/09 EXAM REVIEW & In-class project

#19 workshop

Small Data Presentation 7 Chapter 7

11/13
#20
EXAM

11/16 Speaker
#21

11/20 Presentation prep time

#22 No formal class but I’ll be available
during class time for presentation
advice in my office

11/23 Turkey Time!

No class

11/27 Final Presentations Full attendance expected on all presentation days

#23
11/30 Final Presentations Full attendance expected on all presentation days
#24
12/04 Final Presentations Due today:
#25
 Class participation assignment
 Peer evaluation
 Small Data assignment

Submit all assignments via Blackboard

Dr J.Yule Syllabus V.1 Fall 2018 6

 ASSIGNMENTS

 SMALL DATA (25%)

o ASSESSED IN TWO WAYS:
 SMALL DATA PRESENTATION (Group assignment: 15%)
 SMALL DATA CRITIQUE (Individual assignment: 10%)

Overall assignment aim: Small Data is a trade publication book, the assignments are designed to
foster deeper academic enquiry. First, a group presentation requires independent research
where the group take on the role of class leaders to help everyone engage in critical thinking
through analysis, evaluation and dissection of ideas. Second, the written critique offers students
the platform to demonstrate analytical and evaluative thinking skills.

Preparation for each presentation: It is the responsibility of each student to read every chapter
before it is presented in class. In class I expect you to:
 Prepare around 3 thoughtful questions or comments you would like to bring up
during the discussion in class, this may form part of your critique or just form part of
your preparation for the class. Your preparation and input will be evaluated and
considered as part of your class participation grade.
 At random quizzes will be conducted to test student knowledge of the chapters.

*SMALL DATA PRESENTATION*

Presenting Group: One group will be in charge of the first half of the class for that day. The
presentation should last about 20 minutes. After the 20 minutes we will have 10 minutes for
discussion and questions.
For the presentation, groups are asked to do the following:
1. Choose one or two important concepts discussed in the chapter (see table below for
some ideas). To identify the concept you need to read the chapter and think critically
about the underlying themes that are being raised. Remember that this is a trade
publication not an academic text. This is a starting point for your topic not the end
point.
2. Review/summarize the important concept(s) chosen. Use the references in the
endnotes section to get a start on your research. Do not review the entire chapter, just
the concept or two you chose. For example, for chapter 2 you may pick the concept of
licensing effect. You will do research on this concept that goes above and beyond what
was in the book using various sources and this is what forms the core of the
presentation (not the entire chapter).
3. In addition to reviewing the concept you will need to find at least one journal article
that examines the concept(s) your group is reporting on. This article should be published
in an academic journal (e.g., Journal of Marketing, Journal of Consumer Psychology,
Journal of Consumer Research, Journal of Personality and Social Psychology).
Please send the article you intend to use to me. If you are having trouble finding the
article contact the library staff in the first instance or come and talk to me.
Once an article is chosen, read it over several times taking plenty of notes.
For your presentation describe to the class how the experiment was conducted (i.e., the
methods), the results, and the implications of the findings. An interesting way to do this

Dr J.Yule Syllabus V.1 Fall 2018 7

 may be to run the experiment in the class, or your own interpretation of the
experiment. Be creative, get people involved, use technology (Polleverywhere, Qualtrics
etc).
4. Come up with a “takeaway” message for marketers based on your findings.
5. Please provide a copy of your slides to me on the day of your presentation (3 slide to a
page format)

Chapter Concept Example

1 Cultural idiosyncrasies, gender/ gender suppression, desire
2 Cultural freedom, licensing effect, nostalgia
3 Sensory marketing, “Counterclockwise Test”, psychological priming
4 Ostrich effect/cognitive bias, fandom,
5 Tribes, brand communities, social class
6 Authenticity, social norms, social comparison theory
7 Anchoring, happiness, somatic markers

*SMALL DATA CRITIQUE*

Small Data is a book that presents many ideas, techniques and methods for unraveling
consumer motivation.
Task
 Construct a five-page (double spaced) analysis that demonstrates your understanding of
what Small Data is and a critique of the method/approach. Do not just regurgitate the
text, you are expected to interpret the information and show in your own words what
your understanding is having read the book.
 Begin the assignment with an introduction that should include (but not limited to) an
outline of the key issues you are going to discuss.
 The main body of the text should be an analysis/critique of the small data concept. It is
your job to develop insights, conduct independent research and identify what you think
is important and worth discussing.
 Your assignment should end with taking a summary that ties together your entire
assignment.
 Approach this assignment as a platform for critical thinking – this is a way for you to
demonstrate your depth of knowledge and understanding.

 EXAMS (Individual assessment) (2x 20%)

There will be two in-class exams during the semester each accounting for 40% of your final
grade. While each exam builds on previously covered material, they are not cumulative. Your job
is to illustrate and discuss the meanings behind or the relationship between influential areas of
consumer behavior in a series of multiple-choice and short answer questions. Your preparation
for this exam should include reading the textbook, assigned articles, lecture notes, classroom
materials as well as discussion notes.

Dr J.Yule Syllabus V.1 Fall 2018 8

TEAM PROJECT: ANALYZING CONSUMER BEHAVIOR IN THE MARKETPLACE (25%)

Task: Choose a marketing campaign (not simply an ad) that you feel has been successful and
analyze the consumer behavior principles that are at work. A good place to begin is to think of a
brand that your group agree is interesting and then start researching the brand and their recent
marketing activities. Remember a campaign is broader than one simple ad so think about the
message that the campaign is trying to convey. You will need to research this using sources such
as Marketing Week, Forbes, Adweek etc. You may find contacting the brand directly is also
useful. Your aim is to analyze the campaign from a consumer behavior perspective. You should
reflect on ALL of the concepts we have covered and think about how your campaign illustrates
these concepts (or not!).

For the presentation it is a good idea to begin with the brand and give an outline of the
campaign – you may wish to show some media to illustrate the campaign. You may wish to
consider some of the questions listed below, however this is not an extensive list. You should
look through all of your notes for this project - all course concepts and topics should be
considered. After explaining why this campaign is successful you should then make suggestions
for how it may be improved upon (no campaign is perfect!). You may wish to create a new and
improved ad or media message to demonstrate your point (this is always nice to see).

On the day of the presentation please bring the following:

1. A bullet-pointed document of all major points in your presentation
2. A copy of your slides
Questions to consider:
-Was the campaign targeted at the right people? Consider psychographics—maybe even
conduct a short survey of your own to see if the target market likes this message of the
campaign or an ad.
-What sensory systems were activated? How would you activate more?
-Does the campaign utilize neuromarketing techniques?
-Does the campaign utilize motivation?
-Are any social comparisons done? Real and ideal self?
-Do you think the campaign helps consumers feel it is part of the extended self?
-Does the campaign help with consumers’ decision making? What kind of decision making rules
would consumers need to use to choose this product?
- Is the campaign ‘cool’? How does the campaign reinforce its cool credentials?
- How does the campaign reflect culture?

Ultimately you want to showcase your understanding of consumer behavior theory in practice!
Keep that in mind as you work on this project.

 CLASS PARTICIPATION AND MARKET RESEARCH EXPERIENCE (10%)

Class attendance is a necessary, but not a sufficient, condition for you to do well in terms of
class participation. Following are guidelines concerning how you should think about your class
participation grade. There are two distinct methods you need to engage with to gain your
participation grade. One is in-class participation and the second is participation in market

Dr J.Yule Syllabus V.1 Fall 2018 9

research. To gain a good grade for the first part of class participation you need to consider the
following and reflect to what extent you do the following:

Participation Professionalism

 Consistently contributes to class discussion in a  Is attentive, curious, enthusiastic, and

thoughtful way (dominating air space just for the willing to learn
sake of it is not thoughtful contribution)  Comes to class prepared (this includes
 Provides examples of personal experiences to demonstrating that reading has been done,
illustrate (think about co-op have you shared cases prepared, questions answered etc.)
these experiences with the class to help  Takes pride in the quality of work produced
contribute to a discussion point?) for the course (If you hand in an assignment
 Performance on Small Data quizzes that has been clearly cobbled together the
 Asks questions when a topic or concept is not night before it was due, think about how
understood (this does not mean query this reflects on your enthusiasm and
everything without having done the reading commitment to the course)
instead consider questions that show what you
do understand and where the knowledge gap is)
 Actively engages in in-class activities
 Attends each class with mind and body present
 Shares topical marketing related articles with me
(e.g Twitter @jenyule or by email) and with the
class

***ASSIGNMENT PART 1 – YOU NEED TO DO THIS***

At the end of the semester, you will be asked to evaluate your own class participation effort in
the course and assign yourself a score. This should be a reflective learning assignment maximum
2 pages in length (double spaced). You should reflect on your performance over the semester,
consider the points above and construct a narrative that reflects your interpretation of your
participation in the course. This narrative should conclude with a clear and explicit score using
a letter grade (A-F). Be sure to keep track of class periods where you took a significant
leadership role in class participation and other evidence of excellent co-production. I reserve the
right to make adjustments to your suggested co-production grade if I think it is warranted. It is
interesting to me that few students actually bother to do this resulting in few who actually get
the full points available as a result.
To give you an idea of how you might go about evaluating your level of participation, I will give
you an example of how I would assign a typical class participation score.

1. An A grade would be given to someone who is an outstanding leader in class discussion

who is always prepared, in class, frequently initiates stimulating and thought-provoking
questions, often brings outside articles and examples that illustrate course concepts,
and serves as a role model for other students. They will have embraced the marketing
research experience and willingly taken part in one of the two options available.
2. A consistent contributor to class discussion who responds to instructor questions and
comments – on occasion contributes articles and examples. Has not been late or missed
class more than twice. This would receive a grade B. They will have embraced the
marketing research experience and willingly taken part in one of the two options

Dr J.Yule Syllabus V.1 Fall 2018 10

 available
3. Grade B - Occasionally contribute when called upon but never volunteer
answers/comments/insights on your own. Rarely seeks out the instructor to express any
kind of engagement or enthusiasm for the subject. They will have taken part in the
marketing research experience.
4. Someone who regularly attends class but does not take part in class discussions i.e. body
present, mind absent - would receive a grade C-. Only partial contribution to the
marketing research experience.
5. Grade F - Completely avoids any attempt to contribute to the classroom and did not
engage in any aspect of the marketing research experience.

**PART 2 – YOU NEED TO TAKE PART IN THIS**

Marketing Research Experience

Marketing data and theories depend upon the research methods used to obtain them. Thus,
exposure to cutting-edge topics in marketing that are at the forefront of research in the
marketing discipline, as well as the research methods used to study them, is an experience that
is valuable to understanding marketing and consumer behavior.

We ask that you take your time in completing these studies. They are an important part of
faculty research. Not only do these studies help build the knowledge base of your expert faculty
to pass on to you in the classroom, but published research also helps boost our school’s
rankings. An increase in school rankings improves the value of your future diploma.

There are two options for successfully completing the Marketing Research Experience for this
course:
(1) The Study Participation Option (in online and in-person studies) and/or (2) the Research
Report Option. These options are described below. Please note: three instances of Marketing
Research Experience credit are required; therefore, to receive full credit you must participate
in either three segments of studies, write three reports, or participate in any combination of
study segments and research reports to complete three credits (e.g., two segments and one
research report). Your completion of the Marketing Research Experience credit (study segments,
research reports, or both) will be counted for all of the courses in which you are enrolled during
a given semester. For example, if you are enrolled in both Consumer Behavior and Marketing
Research, you will earn credit in both of those courses when you participate (you DO NOT need
to complete three credits in each course). For any questions about the Marketing Research
Experience study participation or research report option, please send an email to
DMSBMarketing.sona@neu.edu, NOT your professor.

Study Participation Option

As a student in a participating Marketing course, you have been enrolled in the DMSB Marketing
Insights panel (DMSBMarketing.sona-systems.com). You will receive an email from DMSB
Marketing Insights with your unique log-in information. To complete the Marketing Research
Experience, you can complete three segments of studies during the course of the semester
(approximately 45 minutes each) as a member of this panel. In this role, you will act as a
respondent for marketing and consumer research projects conducted by marketing faculty
members (typically involving online experiments or surveys). Participation in these studies

Dr J.Yule Syllabus V.1 Fall 2018 11

occurs outside of the regular class period. You will be notified via email announcement (via
Blackboard and Sona Systems) at the start of each of the three segments. Instructional videos
and PDFs for accessing the study segments will also be available on the Blackboard site for your
course. You will have a 10-day window to complete each segment of studies.

The first and last segments will take place entirely online. You can log in from any quiet spot and
answer the surveys anytime during the stated 10-day window (approximately 45 minutes in
total).

The middle segment will be conducted in-person in a computer lab on campus (stay tuned this
semester for additional details). You will be required to sign up for a time slot and come into the
lab to complete a few studies in person (approximately 30 minutes in total).

The study segment windows for Fall 2018 are:

 Segment 1 (Online): Monday, September 24th at 12:00 noon through Wednesday, October
3rd at 12:00 noon*
 Segment 2 (In lab): Monday, October 15th at 12:00 noon through Wednesday, October
24th at 12:00 noon*
 Segment 3 (Online): Monday, November 5th at 12:00 noon through Wednesday,
November 14th at 12:00 noon*

*Please note that the segments begin and end at 12:00 NOON (not midnight) so a staff member
will be available via email should you have any technical issues before the deadline. Because the
data is sent to the researchers just after the deadline for each segment, the studies
unfortunately cannot be reopened after the deadline.

A confirmation email will be sent to you after your successful completion of each study. Please
keep a copy of these emails for your records through the end of the semester as proof of
completion. Participation in studies to complete your Marketing Research Experience credit is
encouraged to enhance your understanding of research topics and methods in the marketing
discipline. As with all research efforts, your participation is voluntary, both prior to and during
any research study in which you participate.

Research Report Option

Any student who prefers not to participate in a study segment of the DMSB Marketing Insights
panel may fulfill the requirement by opting into an alternative report assignment, which
involves writing a two-page report of an empirical research article from the last six months from
the Journal of Marketing Research, Journal of Marketing, or the Journal of Consumer Research.
The article you select should involve an empirical investigation (including a data collection effort
using experiments, surveys or other methods). Your report should highlight the article’s: (a)
research question, (b) topic/subject matter, (c) contribution of the work to research in
marketing and to marketing practice over prior work that has been conducted (and referred to
in the article), (d) the methods used, and (e) key findings. Please use 12-pt font and 1.5-line
spacing on your report. Reports should be emailed back to DMSBMarketing.sona@neu.edu, not
to your professor. Reports are due within 10 days after the close of a missed or skipped
segment. Please note that there are NO extensions for these reports. Please plan your schedule
accordingly.

Dr J.Yule Syllabus V.1 Fall 2018 12

Please note that this option almost always takes longer than completing a few surveys.

Course Grade
The Marketing Research Experience will be considered as a part of your course participation
grade. If a student fails to complete three segments of studies, three alternative reports, or a
combination of segments and reports to complete the three credits, your professor will account
for this Marketing Research Experience deficit in the participation portion of your course
grade. The Marketing Research Experience comprises 25% of your class participation grade in
this course.

**SUMMARY**
Your participation grade is in two parts: 1, your class participation which needs to be
written up as a document and submitted at the end of the semester. 2, you need to
complete market research experience either by taking part in 3 data collection
exercises or doing 3 research reports (or a combination of both).

**Good luck for the course – the more you put in the more you’ll get out  **

Dr J.Yule Syllabus V.1 Fall 2018 13