Consumer Behavior: On-site Syllabus

Tentative Course Calendar

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Tentative Course Calendar

Instructors reserve the right to alter course content and/or adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar.

+HMP = Hoyer, MacInnis and Pieters required textbook






Course Overview

CB Research Methods/Field Research

Read: HMP – 1 & Appendix 17


Attention and Comprehension

Read: HMP - 2, 3 & 4

Read: Sundaram and Webster (2000)

Read: Puccinelli, Motyka and Grewal (2010)


Cognition, Attitudes and Persuasion

Attitude Change

Read: HMP Text - 5 & 6

Read: Cialdini (2001)

DUE: Project topic and description (1-page)

DUE: Individual Paper 1: Nonverbal Communications


Consumer Decision Making and Learning

Read: HMP Text - 7, 8 & 9

Read: Gershoff and Johar (2006)

Read: Connor (2005)

DUE: Team Research Design


Psychographics & Personality

Read: HMP Text – 14

Mini-Project Review

DUE: Individual Paper 2: Consumer Decision Interview


Consumer Culture and the Social Environment

Symbolic Consumption

Read: HMP Text – 11 & 16

Markus and Conner (Book Chapter)

Mini-Project Data Analysis


In-Class Case Exam

Case: Unilever Canada Axe


Project Presentations

DUE: Written Team Mini-Project Report, Storyboard Presentation, Peer Evaluations

Required Case Studies

Students will purchase only one of the exercises below.

ID Number




“Axe Detailer: Initiating a Change in Men’s Showering Behavior”

Purkayastha and Syeda Qumar (2012), IBS Center for Management Research

Additional Readings

Week Assigned



Week 2

“The role of nonverbal communication in service encounters”
“Can you trust a customer’s expression? Insights into nonverbal communication in the retail context”

Sundaram and Webster (2000), Journal of Services Marketing
Puccinelli, Motyka and Grewal (2010), Psychology and Marketing

Week 3

“Harnessing the science of persuasion”

Cialdini (2001), Harvard Business Review

Week 4

“Do you know me? Consumer calibration of friends’ knowledge”
“Emotions and feelings: Drivers of consumer behavior”

Gershoff and Johar (2006), Journal of Consumer Research
Connor (2005), Qualitative Research Consultants Association (QRCA)

Week 6

“Clash: 8 Cultural conflicts that make us who we are” (Introduction chapter only)

Markus and Conner (Book Chapter)

Carey Business School Policies and General Information
Blackboard Site

A Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at Support for Blackboard is available at 1-866-669-6138.

Disability Support Services

All students with disabilities who require accommodations for this course should contact Disability Support Services at their earliest convenience to discuss their specific needs. If you have a documented disability, you must be registered with Disability Support Services ( or 410-234-9243) to receive accommodations. For more information, please visit the Disability Support Services webpage.

Academic Ethics Policy

Carey expects graduates to be innovative business leaders and exemplary global citizens. The Carey community believes that honesty, integrity, and community responsibility are qualities inherent in an exemplary citizen. The objective of the Academic Ethics Policy (AEP) is to create an environment of trust and respect among all members of the Carey academic community and hold Carey students accountable to the highest standards of academic integrity and excellence.

It is the responsibility of every Carey student, faculty member, and staff member to familiarize themselves with the AEP and its procedures. Failure to become acquainted with this information will not excuse any student, faculty, or staff from the responsibility to abide by the AEP. Please contact the Student Services office if you have any questions. For the full policy, please visit the Academic Ethics Policy webpage.
Student Conduct Code

The fundamental purpose of the Johns Hopkins University’s regulation of student conduct is to promote and to protect the health, safety, welfare, property, and rights of all members of the University community as well as to promote the orderly operation of the University and to safeguard its property and facilities. As members of the University community, students accept certain responsibilities which support the educational mission and create an environment in which all students are afforded the same opportunity to succeed academically. Please contact the Student Services office if you have any questions. For the full policy, please visit the Student Conduct Code webpage.

Student Success Center

The Student Success Center offers free online and in-person one-on-one and group coaching in writing, presenting, and quantitative courses. For more information on these services and others, or to book an appointment, please visit the Student Success Center website.

Other Important Policies and Services

Students are encouraged to consult the Student Handbook and Academic Catalog and Student Services and Resources for information regarding other policies and services.

Copyright Statement

Unless explicitly allowed by the instructor, course materials, class discussions, and examinations are created for and expected to be used by class participants only. The recording and rebroadcasting of such material, by any means, is forbidden. Violations are subject to sanctions under the Academic Ethics Policy.

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