1、Part IMcGraw-Hill/IrwinCopyright 2019 by The McGraw-Hill Companies, Inc. All rights reserved.:Part I科目名稱：(中文)消費者行為研討 (英文)SEMINARS ON CONSUMER BEHAVIOR開課學期：99學年度第2學期開課班級：企碩二 學 分 數：3學分星期節次： 三 234 (9:10-12:00)上課教室： 2424 I-2一、課程根本資料:Part Ip 指定教科書：p Hawkins, D. I. and Mothersbaugh, D. L., 2019, Consumer

2、Behavior, 11/e. McGraw Hill Higher Education. 東華書局/新月圖書代理。p 參考書目：p Hoyer WD & MacInnis DJ著，白滌清譯，消費者行為(Consumer Beahvior)，第四版，2019，普林斯頓p Blackwell, R. D., Miniand, P. W. and Engel, J. F., Consumer Behavior, 10th Edition, Thomson South-WestI-3二、指定教科書及參考資料(請修課同學遵守智慧財產權，不得非法影印請修課同學遵守智慧財產權，不得非法影印) :P

3、art I2021_JCR_Coming to a Restaurant Near You Potential Consumer Responses to Nutrition Information Disclosure on Menus2021_JCR_Evaluating the Benefits of Distraction on Product Evaluations The Mind-Set Effect2021_JCR_When Does Choice Reveal Preference Moderators of Heuristic versus Goal-Based Choic

4、e2021_JCR_Why My Mother Never Threw Anything Out The Effect of Product Freshness on Consumption2019_JCR_Pleasurable Surprises A Cross-Cultural Study of Consumer Responses to Unexpected Incentives2019_JCR_The Development of Consumer-Based Consumption Constellations in Children2019_JCR_The Effects of

5、Advertising Copy on Sensory Thoughts and Perceived Taste2019_JCR_To Each His Own How Comparisons with Others Influence Consumers Evaluations of Their Self-Designed Products2019_JMR_A Silver Lining of Standing in Line Queuing Increases Value of Products2019_JMR_Categorization Effects in Value Judgmen

6、ts Averaging Bias in Evaluating Combinations of Vices and Virtues2019_JMR_How Do Price Fairness Perceptions Differ Across Culture2019_JMR_Managing Sales Force Product Perceptions and Control Systems in the Success of New Product Introductions2019_JMR_The Effect of Sales Promotions on the Size and Co

7、mposition of the Shopping Basket Regulatory Compatibility from Framing and Temporal Restrictions2019_JMR_When Choosing Makes a Good Thing Better Temporal Variations in the Valuation of Hedonic ConsumptionI-4建議論文List:Part Ip消費者行為係微觀到巨觀的角度，瞭解影響消費者心思、行為與決策的各項要素，從中探討對其各種情況下消費方式之影響。p然而，消費者面對日新月異的消費情境與消費對

8、象，過去的相關理論有些仍歷久彌新，有些則略顯缺乏。對於未來將從事企業經營、行銷管理之相關學生，有必要隨時掌握最新之消費行為理論。p本課程之目標係藉由消費者行為根本概念之討論，搭配研討最新之學術理論研討成果，以使學生對消費者行為相關領域之發展與應用有更深一層的瞭解。I-5三、教學目標:Part Ip 本課程先以最新消費者行為教材為基礎，進行十週之討論。後續輔以當前國外之期刊論文進行研討，以掌握最新學術研討之趨勢與脈絡。p 學生每週均需事前預習當週教材。由負責同學準備約20-30分鐘的研讀簡報，再帶領同學進行問題討論。其他每位同學均需提出至少二個有深度的問題以進行探討。p 文獻報告原則上以教師提供

9、之期刊論文為主，但學生亦可自行尋找一流期刊近三年內有關消費者行為之學術論文，並作深度之報告與討論 。選讀之文章應於期中考週提供教師審閱能否適當。文獻出處可為JCR、JM、JMR、JCP、JCA、JCB、PM等。每位同學應至少報告一篇文獻。I-6四、課程進度與授課方式:Part II-7週次日期課程內容12/23課程簡介23/21: Consumer Behavior and Marketing Strategy2: Cross-Cultural Variations in Consumer Behavior33/93: The Changing American Society: Values

10、4: The Changing American Society: Demographics and Social Stratification43/165: The Changing American Society: Subcultures 6: The American Society: Families and Households53/237: Group Influences on Consumer Behavior 8: Perception63/309: Learning, Memory, and Product Positioning 10: Motivation, Pers

11、onality, and Emotion74/6學術交流週84/1311: Attitudes and Influencing Attitudes 12: Self-Concept and Lifestyle:Part II-8週次日期課程內容94/2013: Situational Influences 14: Consumer Decision Process and Problem Recognition104/2715: Information Search16: Alternative Evaluation and Selection115/417: Outlet Selection

12、 and Purchase18: Postpurchase Processes, Customer Satisfaction, and Customer Commitment125/1119: Organizational Buyer Behavior20: Marketing Regulation and Consumer Behavior135/18論文研討145/25論文研討156/1論文研討166/8論文研討176/15論文研討186/22論文研討:Part II-9五、考評及成績核算方式配分項目次數配分比率出席20%分章討論40%文獻報告40%配分比率加總100%:Part I課業輔導時間：每週三14:00-16:00聯絡方式研討室地點：R4405：hukaichi