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一、課程基本資料 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

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) 指定教科書： Hawkins, D. I. and Mothersbaugh, D. L., 2010, Consumer Behavior, 11/e. McGraw Hill Higher Education. 東華書局/ 新月圖書代理。 參考書目： Hoyer WD & MacInnis DJ著，白滌清譯，消費者行為 (Consumer Beahvior)，第四版，2008，普林斯頓 Blackwell, R. D., Miniand, P. W. and Engel, J. F., Consumer Behavior, 10th Edition, Thomson South-West

建議論文List 2009_JCR_Coming to a Restaurant Near You Potential Consumer Responses to Nutrition Information Disclosure on Menus 2009_JCR_Evaluating the Benefits of Distraction on Product Evaluations The Mind-Set Effect 2009_JCR_When Does Choice Reveal Preference Moderators of Heuristic versus Goal-Based Choice 2009_JCR_Why My Mother Never Threw Anything Out The Effect of Product Freshness on Consumption 2010_JCR_Pleasurable Surprises A Cross-Cultural Study of Consumer Responses to Unexpected Incentives 2010_JCR_The Development of Consumer-Based Consumption Constellations in Children 2010_JCR_The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste 2010_JCR_To Each His Own How Comparisons with Others Influence Consumers' Evaluations of Their Self-Designed Products 2010_JMR_A Silver Lining of Standing in Line Queuing Increases Value of Products 2010_JMR_Categorization Effects in Value Judgments Averaging Bias in Evaluating Combinations of Vices and Virtues 2010_JMR_How Do Price Fairness Perceptions Differ Across Culture 2010_JMR_Managing Sales Force Product Perceptions and Control Systems in the Success of New Product Introductions 2010_JMR_The Effect of Sales Promotions on the Size and Composition of the Shopping Basket Regulatory Compatibility from Framing and Temporal Restrictions 2010_JMR_When Choosing Makes a Good Thing Better Temporal Variations in the Valuation of Hedonic Consumption

三、教學目標 消費者行為係微觀到巨觀的角度，瞭解影響消費者心理、 行為與決策的各項因素，從中探討對其各種情況下消費 模式之影響。 然而，消費者面對日新月異的消費情境與消費對象，過 去的相關理論有些仍歷久彌新，有些則略顯不足。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。 本課程之目標係藉由消費者行為基本概念之討論，搭配 研討最新之學術理論研究成果，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。

四、課程進度與授課方式 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，以掌握最新學術研究之趨勢與脈 絡。 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。 文獻報告原則上以教師提供之期刊論文為主，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是否適當。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。

週次 日期 課程內容 1 2/23 課程簡介 2 3/2 1: Consumer Behavior and Marketing Strategy 2: Cross-Cultural Variations in Consumer Behavior 3 3/9 3: The Changing American Society: Values 4: The Changing American Society: Demographics and Social Stratification 4 3/16 5: The Changing American Society: Subcultures 6: The American Society: Families and Households 5 3/23 7: Group Influences on Consumer Behavior 8: Perception 6 3/30 9: Learning, Memory, and Product Positioning 10: Motivation, Personality, and Emotion 7 4/6 學術交流週 8 4/13 11: Attitudes and Influencing Attitudes 12: Self-Concept and Lifestyle

週次 日期 課程內容 9 4/20 13: Situational Influences 14: Consumer Decision Process and Problem Recognition 10 4/27 15: Information Search 16: Alternative Evaluation and Selection 11 5/4 17: Outlet Selection and Purchase 18: Postpurchase Processes, Customer Satisfaction, and Customer Commitment 12 5/11 19: Organizational Buyer Behavior 20: Marketing Regulation and Consumer Behavior 13 5/18 論文研討 14 5/25 15 6/1 16 6/8 17 6/15 18 6/22

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 配分比率加總 100%

六、授課教師課業輔導時間和聯絡方式 課業輔導時間：每週三14:00-16:00 聯絡方式 研究室地點：R4405 EMAIL：hukaichieh@gmail.com; hkchieh@scu.edu.tw

學校教材上網及教師個人網址 課程網址： http://myweb.scu.edu.tw/~hkchieh/new_page_27.htm 教師個人網址： http://myweb.scu.edu.tw/~hkchieh/index.htm 教材下載： 每週上課前老師會將當次教材上網公佈，同學可於課後 下載參閱