MSc in Marketing and International Business

First Term, 2019-20

MIB501 - Consumer Behaviour

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Brief Course Description

The purpose of this course is to examine the available theory and research concerning the psychology and decision making process of the consumer. We will take the perspective of a marketing manager who needs knowledge of consumer behaviour in order to develop, evaluate, and implement effective marketing strategies. Concepts and theories from the behavioural sciences will be examined.

We will focus on creatively using these ideas (a) to understand peoples' consumption-related behaviours, and (b) to develop and evaluate marketing strategies intended to influence those behaviours. In practical terms, we will address questions such as:  What kinds of marketing stimuli do consumers notice? What motivates consumers?  How can we aid consumer memory for our brand name and product features? How can we get consumers to choose our product over competitors? How and why do consumers in different cultures react differently to the same marketing stimulus? In addressing questions such as these, this course will give participants an appreciation of how getting inside the mind of the consumer enables the marketing manager to design better marketing strategies, with a particular emphasis on effective communication tactics.

 

Lecturer

First Term, 2019-20
Prof. Ada Hiu Kan WONG       

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Download Areas

- Course description and schedule 


- Lecture Notes (Password Protected)
Week Topics Download Area
1

Introduction to Consumer Behaviour (Chapter 1)

2

Perception (Chapter 3)

3

Learning & Memory (Chapter 4)

4

Motivation & Affect (Chapter 5)

5

The Self & Personality (Chapter 6, 7)

6 The Self & Personality (Chapter 6, 7)
7

Attitudes & Persuasive Communications (Chapter 8)

8

Consumer Research (Chapter 16 - S. & W.)

9

Decision Making (Chapter 9)

10

Buying, Using and Disposing (Chapter 10)

11

Groups and Social Media (Chapter 11)

12

Subcultures and Culture (Chapter 13, 14)

13 Project Presentations 1 - 5
14 Project Presentations 6 - 9

 


- Supplementary Articles (Password Protected)

No. Article Download Area
1

Measuring Consumers’ Luxury Value Perception: A Cross-Cultural Framework

2

Product Contagion: Changing Consumer Evaluations Through Physical Contact with "Disgusting" Products

3

Consumer Learning and the Effect of Virtual Experience Relative to Indirect and Direct Product Experience

4

Mapping the mind of the mobile consumer across borders

5

A social influence model of consumer participation in network- and small-group-based virtual communities

6

Consumer reactions to corporate social responsibility brands: the role of face concern

7

Product personality and its influence on consumer preference

8 Executive Insights: United Colors of Benetton—From Sweaters to Success
9

The Link between Cross-Cultural Value Associations and Liking: The Case of Benetton and Its Advertising

10

Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists

11

Attributions on dissatisfying service encounters

12

Consumer decision-making styles on domestic and imported brand clothing

13

Utilitarian and Hedonic Motivators of Shoppers’ Decision to Consult with Salespeople

14 The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions
15

Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site

16

Signaling Status with Luxury Goods: The Role of Brand Prominence

17

Cultural influences on consumer satisfaction with impulse and planned purchase decisions



Last Updated: 21 Aug 2019

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Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: mib@Ln.edu.hk