MKT 4362 APPLIED BUYER BEHAVIOR
Instructor: Dr. Joanna Gabler Office: Bauer 385B
Course schedule # 00673, 11:30-1 TTh Phone: 713-743-4555 or 713-562-8523 (cell)
Office Hours: TTh 11-11:30am E-mail: email@example.com or
Consumer Behavior, 3rd Ed., Wayne D. Hoyer and Deborah J. MacInnis, New York: Houghton
Mifflin Company, 2004.
Influence: Science and Practice, 4th Ed, Robert B. Cialdini, Pearson Allyn & Bacon, 2001.
A KEY RESPONSIBILITY: to read and think about the assigned material prior to each class.
Active participation in class discussion is strongly encouraged. Most of the reading assigned for
the course will come from the textbooks. However, at various times during the semester, I may
provide you with handouts, articles, or cases that you will be asked to read and prepare for class.
Item Date of Overall Grade
In-Class Exercises various 5
Test 1 Tuesday February 8th 15
Test 2 Tuesday March 1st 20
Test 3 Tuesday March 29th 20
Test 4 Tuesday April 12th 20
Final Exam Tuesday May 10th, 11am-2pm 20
EXAMS: There will be five multiple choice tests during the semester, including the final exam.
Tests must be taken during the scheduled class period. If you must miss an exam for a valid
reason, you must contact me before the day of the exam to make other arrangements, and
provide written documentation for your absence. Emergencies that cause you to unexpectedly
miss an exam must be documented in writing (i.e., doctor’s note, police report, etc.) in order for
you to schedule a make-up exam.
IN-CLASS EXERCISES: During some class meetings you will be assigned exercises to
complete. You must be present when these assignments are given, and must turn in the exercise
by the end of the class, in order to receive credit. There will be no make-ups for these in-class
exercises. Exercises will not be announced in advance.
EXTRA CREDIT: Researchers may also request that you participate in various projects or
studies. Your participation in any research is strictly voluntary. If a questionnaire is
administered during the class for this purpose and you complete the study, you will typically
receive 1 extra credit point. These points will be added to your final exam grade at the end of the
semester, and each point will be equivalent to one multiple choice question on the final exam.
You must be present in class when the study is administered to receive credit (no make-ups),
unless you are otherwise instructed.
COURSE OUTLINE: *
Wk Date Topic Reading/Assignment
1 1/18 Course Introduction None
1/20 Segmenting, Targeting, Positioning Text pp. 38-42, 303-307
and Chapter 17.
2 1/25 Motivation, Ability, and Opportunity Chapter 3
1/27 Exposure, Attention, Perception Chapter 4
3 2/1 Memory Text pp. 175-184
2/3 Retrieval/Recall Text pp. 184-193
4 2/8 TEST 1
2/10 Consumer Knowledge Chapter 5
5 2/15 Attitude Formation and Change Chapters 6, 7
2/17 Attitude Formation and Change Chapters 6, 7
6 2/22 Consumer Decision Making Chapter 9
2/24 Consumer Decision Making Chapters 10, 11
7 3/1 TEST 2
3/3 Consumer Decision Making Chapters 10, 11
8 3/8 Post-Decision Processes Chapter 12
3/10 Sub-culture Influences: Ethnicity Text pp. 312-328
SPRING BREAK MARCH 14 – 19 NO CLASS
9 3/22 Sub-culture Influences: Social Class/Groups Chapters 14, 16
3/24 Sub-culture Influences: Age, Gender Chapter 15
10 3/29 TEST 3
3/31 Social Influence Influence Ch. 1, 2
11 4/5 Social Influence Influence Ch. 3, 4
4/7 Social Influence Influence Ch. 5, 6, 7
12 4/12 TEST 4
4/14 Public Policy, Consumerism & Ethics Chapter 20
13 4/19 Negative Effects of Marketing Chapter 21
4/21 Consumers and Innovation Chapter 19
14 4/26 Symbolic Consumption Chapter 18
4/28 Consumer Research Text pp. 24-37
* subject to change
Whenever possible, and in accordance with 504/ADA guidelines, we will attempt to provide
reasonable academic accommodations to students who request and require them. Please call
(713)-743-5400 for more assistance.