《Consumer Behavior》Syllabus

Course Number:           2110060804

Course Name:               Consumer Behavior

Instructors:                    Yulian Wang

Required Text:              Jiang Lin. Consumer Psychology and Behavior (7th Ed.) [M]. Beijing: China Renmin University Press,2021

Course Description:      This course is a professional platform compulsory course for marketing majors. The purpose of this course is to cultivate students' ability to analyze and design scientific marketing strategies by using the theories and laws of consumer psychology and behavior. Therefore, through the teaching of this course, students are required to master the content of psychological theories in consumer psychology, analyze the principles of consumer purchase and purchasing behavior, the theory of attitude formation and change, group consumer psychology and behavior, social culture and consumption, and master the influence of perception, advertisement, group and culture on consumer behavior by means of market research and observation. So that students can learn to use the theories and laws of consumer psychology and behavior to design scientific marketing strategies.

                                                                                                   Credits/Teaching hours

Outline of UG CPC Topics Covered in this Course:  (2.5Credits/40 Teaching Hours)

I. Introduction                                                                                   2 Teaching hours

-Research object and content of consumer psychology and behavior

-Nature and characteristics of the subject

-Evolution and development of the discipline of consumer electronics

II .Consumer Attention and Perception                      4Teaching Hours

-Characteristics of perception

- The Process of consumer perception

- Consumer's sensory system and perception

- Marketing enlightenment of consumer perception

III.Consumer Learning and Memory                       2 Teaching Hours  

-Overview of Consumer learning

-Study the theory and its application in marketing

-Consumer memory

-Consumer memory and brand value

IV.Consumer Personality and Self-Concept                  4 Teaching hours

 -Personality, Ability, Temperament and Character of the Consumer

 -Self-concept, Lifestyle and Consumer behavior

-The influence of social identity on consumer psychology and behavior

V Formation and Change of Consumer Attitudes              4Teaching hours

 -Composition and Function of Consumer attitude

 -Formation, change and measurement of consumer attitude

VI. Consumer Needs and Buying Motivations                 4Teaching hours

 -Content and form of consumer needs

 -The characteristics and types of consumers' purchase motives

 -Measurement and analysis of purchasing motivation

VII .Purchasing Decisions and Purchasing Behavior of Consumers

4 Teaching hours

- Consumers' purchasing behavior patterns and processes

- Procedures and types of consumers' purchasing decisions

- Post-purchase evaluation and consumer loyalty

VIII.Family Life Cycle, Role Division and Buying Behavior    2 Teaching hours

 -Family, Family Size, and Family structure

 -Family Roles and family purchasing decisions

-Marketing strategies that influence family purchasing behavior

IX. Group Consumer Psychology and Behavior              4 Teaching hours

-Group Norms, Group Pressure, and Internal Communication

-The influence of reference groups

-Consumer imitation and conformity behavior

-Consumptio n customs and consumption prevalence

X. Sociocultural and Consumer Behavior                   4 Teaching hours

-Culture, Subculture, and Consumption Differences

-The second section is the cross-cultural differences of consumer behavior

-Social class and consumer differences

-The influence of social role on consumer behavior 

XI. Commodity factors and consumer psychology             4Teaching hours

-Psychological basis and formation mechanism of brand

-Consumers' brand buying and switching behavior

-Psychological functions and inducement strategies of advertising

-Shopping environment and consumer psychological reaction

XII. Emerging Areas of Research on Consumer Behavior      2Teaching hours

-Neuromarketing and Consumer Behavior

-Big Data Portrait

               Total (Teaching Hours)                                                                  40

Summary of UG CPC Topics Covered in this Course:(                 40 Teaching Hours)