MKT/IB 725: Global Consumer Behavior

Taught by Dr. A. Krishen

Summer III, 2019; Last Updated: August 12, 2019

Consumers play a fundamental roll in marketing. Understanding consumer behavior, including individual perceptions, cognitive processes, decision making, and social interactions, is a necessary component in effective marketing strategy. By the end of the course, you should have a basic understanding of theories of human psychology and behavior, be able to apply this knowledge in developing effective marketing strategies and public policy, and be able to incorporate it into your discussions and writing. As graduate students, you will learn to understand an academic perspective on consumer behavior by reading and understanding the latest research the field has to offer.

Taught by

Anjala S. Krishen


Midterm Exam: 25% of total
Final Exam: 15% of total
Qualitative Data and Analysis (Individual)
: 20% of total

HBR Presentation and Handout (Individual): 20% of total
Final Paper and Presentation (Group): 20% of total
Guaranteed Grades: A- (> 90%); B- (> 80%); C- (> 70%)

Research Materials
Library How-to
Consumer Behavior website
Theories Document
Sample interview framework
Final paper guideline

Lecture Room

BEH 212

Lecture Time

5:00 - 6:55 pm (M, T, W, Th)

Office Hours

Location: By appointment

Textbook (Recommended)

Consumer Behavior: Buying, Having, and Being, Student Value Edition (12th Edition) by Solomon

(Tentative and subject to change)



Readings (Solomon), Assignments: HBR Presentation and Handout (Group), Qualitative Data and Analysis (Individual), and Final Paper and Presentation

M 7/15

Chapter 1 (Lecture 1)

Discuss syllabus and class organization; Chapter 1: Intro to CB

T 7/16

Ch. 3 (Lecture 2)

Chapter 3: Perception and CB

W 7/17

Ch. 4 (Lecture 3)

Chapter 4: Learning and Memory

Th 7/18

Finish previous material

Consumer Presentation 1: HBR Consumer Habitat

M 7/22

Ch. 9 (Lecture 4)

Chapter 9: Decision Making

T 7/23

Ch. 14 (Lecture 5)

Chapter 14: Culture and CB; Consumer Presentation 2: HBR Female Economy

W 7/24

Finish previous material

Consumer Presentation 3: HBR Ads and Privacy

Th 7/25

MIDTERM EXAM (Chapters 1, 3, 4, 9, 14 plus all material covered in class)

M 7/29

Ch. 5 (Lecture 6)

Chapter 5: Motivation and Affect; Selecting groups

T 7/30

Ch. 6 (Lecture 7); Explain Qualitative Data and Analysis

Chapter 6: :The Self, etc.; Consumer Presentation 4: HBR Poor Consumers

W 7/31

Ch. 8 part 1 (Lecture 8)

Chapter 8: Attitudes and Persuasion; Consumer Presentation 5: HBR Consumer Journeys

Th 8/1

Finish Lectures 6, 7, 8

Finish previous material; Qualitative Data and Analysis Phase 1

M 8/5

Ch. 2 (Lecture 9)

Chapter 2: Consumer and social well-being; Consumer Presentation 6: HBR Green Consumers

T 8/6

Finish previous material

Qualitative Data and Analysis Phase 2

W 8/7

Ch. 13 (Lecture 10)

Chapter 13: Subcultures of consumption

Th 8/8

Project work time

Project work; Consumer Presentation 7: HBR Alexa

M 8/12

Finish previous material

Paper Draft review; Credit work

T 8/13

Final presentations

Presentations Day


FINAL EXAM (Chapters 5, 6, 8, 2, 13) and Final Paper