《消费者行为全英》课程教学大纲.docx

1、消费者行为全英课程教学大纲消费者行为学（全英）课程教学大纲一、课程基本信息课程代码：16108403课程名称：消费者行为学（全英）英文名称：Consumer Behavior课程类别： 专业课 学 时： 48学分： 3适用对象: 金融学（“2+2”实验班）本科生考核方式：考试先修课程：宏观经济学、微观经济学二、课程简介消费者行为学是研究个人或组织选择、购买、使用或淘汰产品、服务、思想或经验以满足其需求的整个过程的学科。具体而言，本课程介绍消费者行为学的有关基本理论，包括消费者个人的认知、学习和记忆、动机、情境、价值观、自我等。同时对消费者决策过程、影响消费者决策和行为的各种因素包括态度、组织、

2、社会媒体、社会阶层和生活方式等进行了分析和探讨。Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.Specifically, this course introduces the basic theories of perception, learning and

3、memory, motivation,global values and the self of consumers as individuals. It also deals with the process of decision making, how different factors including attitudes,groups,social media, social class and lifestyls affect decision making and consumer behavior.三、课程性质与教学目的消费者行为学是金融学（“2+2”实验班）本科生的专业必修

4、课。通过课程学习，让学生能够掌握消费者行为学的基本理论，包括消费者个体的自我、知觉、学习和记忆、动机和价值观，消费者的决策过程、购买与处置行为，消费者决策如何受到自身态度、外部群体、社会化媒体、生活方式及文化等因素的影响等，并能够将理论与中国的实际相结合。通过课程学习，对比中外差异，分析文化背景、经济发展、“中国制造”崛起等对消费能力与行为的重要影响，帮助学生增加“四个自信”，树立正确的人生观、价值观和消费观。四、教学内容及要求 第一章 导言Chapter 1 Buying, Having, and Being:An Introduction to Consumer Behavior（一）目的

5、与要求Make the students to master the definition of consumer behavior and the way how to segment consumers into groups. To be familiar with the main variables of demographics , the definition of heavy users and the rule of 80/20. To understand the meaning of sychographics , Big Data and database market

6、ing. （二）教学内容1.主要内容Consumer Behavior: People in the Marketplace What Is Consumer Behavior?Consumers Impact on Marketing StrategyMarketings Impact on Consumers 2.基本概念和知识点demographics； the rule of 80/20；heavy users；database marketing；Needs and Motivation3.问题与应用（能力要求）Why the marketers need to segment co

7、nsumers into groups according to the main variables of demographics? Understand the market application of heavy users and the rule of 80/20. How Big Data and database marketing are changing peoples lives?（三）思考与实践 Why the marketers need to divide the consumers up? Is there the other way to segment co

8、nsumers except for demographics?（四）教学方法与手段本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。第二章 消费者决策和行为Chapter 2 Decision Making and Consumer Behavior（一）目的与要求Master the three categories of consumer decision making. Be familiar with Steps in the Cognitive Decision-Making Process. Understand the meaning of Consumer Invo

9、lvement.Master the definition of Habitual Decision Making and Affective Decision Making. Be familiar Heuristics,the Mental Shortcuts. Understand Emotions and Consumption and How Social Media Tap into Our Emotions. （二）教学内容1.主要内容Consumer Involvement Types of Involvement Cognitive Decision Making 47Hab

10、itual Decision Making 58Decision-Making Biases and Shortcuts Heuristics: Mental Shortcuts 62Affective Decision Making2.基本概念和知识点Consumer Involvements； Cognitive Decision Making；Habitual Decision Making；Affective Decision Making；三类消费决策的区别3.问题与应用（能力要求）Understand the main categories of consumer decision

11、 making and the meaning of Consumer Involvement. What kind of marketing strategies usually used in consider of these theories?（三）思考与实践 Share a situation in which you searched for information deliberately and one in which you had developed product knowledge incidentally. How would you say the variati

12、ons in information search affected your decision?（四）教学方法与手段本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。第三章 文化因素对消费者决策的影响Chapter 3 Cultural Influences on Consumer Decision Making（一）目的与要求Make the students to master the definition of Consumer Values. （二）教学内容1.主要内容Cultural Systems Cultural Values Core ValuesHow Do Va

13、lues Link to Consumer Behavior?【思政元素融入】 西方核心价值观 & 社会主义核心价值观通过对比中西方文化差异及其对消费者行为的影响，弘扬中华传统文化和社会义核心价值观，建立文化自信、道路自信。融入方式：案例分析，小组讨论2.基本概念和知识点Core Values;Cultural Values3.问题与应用（能力要求）How Consumer Values influence consumers behavior in China? Provide examples.（三）思考与实践 What do you think are the three core va

14、lues that best describe Chinese today?（四）教学方法与手段本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。第四章 消费者和社会福利Chapter 4 Consumer and Social Well-Being（一）目的与要求Make the students to be familiar with the meaning of Business Ethics and Consumer Rights. To understand the Major Policy Issues Relevant to Consumer Behavior. （二）

15、教学内容1.主要内容Business Ethics and Consumer RightsConsumers Rights and Product SatisfactionMajor Policy Issues Relevant to Consumer Behavior The Dark Side of Consumer Behavior 【思政元素融入】 攀比性消费 & 上瘾性消费的危害 通过与学生讨论两类消费行为，分析其负面将就，帮助学生思考：我们应当倡导怎样的消费观？融入方式：小组讨论 2.基本概念和知识点Business Ethics；Consumers Rights；Data Pri

16、vacy and Identity Theft；Consumer Terrorism;Addictive Consumption3.问题与应用（能力要求）Why Business Ethics and Consumer Rights are important? Try to understand the Major Policy Issues Relevant to Consumer Behavior by reminding the examples in our daily lives.（三）思考与实践How to deal with Addictive Consumption?（四）教

17、学方法与手段本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第五章 认知Chapter 5 Perception（一）目的与要求Make the students to master the definition of Sensation and Perception. To be familiar the theory and practice of Sensory Marketing. To understand our sensory systems and the inputs our five senses detect. Master the three-stage

18、process of perception and sensory thresholds; Be familiar the way marketers get attention. Understand the meaning of Perceptual Selection （二）教学内容1.主要内容Sensation 173Vision 175Dollars and Scents 178Sound 180Touch 181Taste 182The Stages of Perception 184Stage 1: Exposure 184Stage 2: Attention 187Stage

19、3: Interpretation2.基本概念和知识点Sensation；Scents marketing; sensary marketing;sensory thresholds;Perceptual Selection3.问题与应用（能力要求）Be familiar with the theory and practice of Sensory Marketing. Be familiar the way marketers get attention and provide several examples.（三）思考与实践 Some studies suggest that as w

20、e age, our sensory detection abilities decline. What are the implications of this phenomenon for marketers who target elderly consumers?（四）教学方法与手段本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第六章 学习与记忆Chapter 6 Learning and Memory（一）目的与要求Master the principle and application of Classical conditioning,Instrumental c

21、onditioning and Observational learning. Be familiar the meaning of Stimulus Organization, the Gestalt psychology. Understand the meaning of Schema and Semiotics .Master the definition of Consumer Socialization and our Memory Systems. Be familiar with the Marketing Power of Nostalgia. （二）教学内容1.主要内容Co

22、nsumer Behavior: People in the Marketplace 5What Is Consumer Behavior?Consumers Impact on Marketing StrategyMarketings Impact on Consumers 【思政元素融入】 如何做一个内心强大的人？“一朝被蛇咬，十年怕井绳”告诉我们什么？ 以生活中的条件反射“一朝被蛇咬，十年怕井绳”为例，分析背后的理论基础和心理原因。告诉学生一个道理：从逆境中奋起，不被过去的经历左右，做一个内心强大的人。融入方式：小组讨论 2.基本概念和知识点Classical conditioning；

23、Instrumental conditioning; reinforcement; Observational learning; Consumer Socialization; Nostalgia3.问题与应用（能力要求）Understand the main difference between classical and instrumental conditioning. Understand how we retrieve Memories and how our memories store information when we decide what to buy. （三）思考

24、与实践Some advertisers use well-known songs to promote their products. They often pay more for the song than for original compositions. Why do advertisers do this? How does this relate to learning theory?（四）教学方法与手段本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第七章 自我Chapter 7 The Self（一）目的与要求Master the definition of S

25、elf-Concept and the Multiple Selves. Be familiar the The Extended Self . Understand the meaning of the digital self and body image. （二）教学内容1.主要内容The Self Self-Concept 250Symbolic Interactionism 253The Extended Self 254The Digital Self 257Personality Brand PersonalityBody Image【思政元素融入】 “做最好的自己！”结合Sel

26、f-Concept、Multiple Selves等概念的阐述，指出self概念的主观性。结合自己的学习经历，告诉学生要每天自我激励：You can be the best。融入方式：经历分享 2.基本概念和知识点Self-Concept；Multiple Selves;The Extended Self；Body Image3.问题与应用（能力要求）Why the Self-Concept is so important? How to understand the Multiple Selves and its meaning for marketing?（三） 思考与实践Construc

27、t a “consumption biography” of a friend, family member, or classmate.（四）教学方法与手段本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第八章 态度和劝导Chapter 8 Attitudes and Persuasion（一）目的与要求Make the students to master the ABC Model of Attitudes and the Consistency Principle. To be familiar the Self-Perception Theory. To underst

28、and the Hierarchies of Effects and three forms of Attitude Commitment. Make the students to master How Do Marketers Change Attitudes? （二）教学内容1.主要内容The Power of Attitudes 301The ABC Model of Attitudes 302Hierarchies of Effects 303How Do We Form Attitudes?How Do Marketers Change Attitudes? 2.基本概念和知识点A

29、ttitudes；the Consistency Principle；Self-Perception Theory；cognitive dissonance ; Post-purchase dissonance; Attitude Commitment3.问题与应用（能力要求）To be familiar with Some basic psychological principles that influence people to change their minds including the Consistency Principle,Post-purchase dissonance,

30、Self-Perception theory, and so on.（三）思考与实践Can you think of a time that you were persuaded by marketing? Which of the persuasion tactics were used and in what way?（四）教学方法与手段本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第九章 群组和情境对消费者行为的影响Chapter 9 Group and Situational Effects on Consumer Behavior（一）目的与要求1. Master t

31、he main Situational Effects on Consumer Behavior. Be familiar the main aspects of retail theming. Understand the Reasons for Shopping and E-Commerce.Make the students to master the definition of Store Image and Reference Groups. To be familiar the meaning of Social power. To understand In-Store Decision-Making and how Reference groups influence us. 2.Master the definition of B2B Decision-Making and Family Decision-Making. Master the definition of the Family Life Cycle. Be familiar with the types of Family Decision-Making. Understand the Sex Roles and Family Decision