Consumer Behavior

MKTG 322, Section 501

MWF 12:40-1:30
Room WCBA 154
Spring 2014
Professor: Dr. Mary R. Zimmer
Telephone: 847-8876
Email: mzimmer@tamu.edu
Office: 201J Wehner Building
Office Hours: Wed. 11:00-12:00 & Fri. 1:30-2:30 and by appointment
Graduate Assistant: Ms. Pam House, M.S. Marketing Student
Email: phouse13@gmail.com
Course Overview:
This course is focused on consumers. We will investigate how consumers make decisions
and how both individual and group characteristics influence buyer behavior. Consumer behavior
is an interdisciplinary subject based on the application of behavioral science theories and
principles to marketing problems and opportunities. In addition to the theoretical content of the
course, we will work on developing skills necessary to advance the professional life of each
student. These skills include working with a team, researching secondary information, and
delivering an oral report.
The success of the course depends on both the professor and the students being prepared
for each day. The class format will include lectures, class discussions, executive lecturers, and a
team project. Class members are responsible for reading the assignments before class and being
prepared to participate in class. Lectures will supplement the text with additional material and
will clarify important issues covered in the text. However, I will not cover all assigned readings
explicitly in class. Focus on gaining a depth of understanding from each class. The more
involved you are, the more you will learn. The prerequisite for this course is MKTG 321. This
class, together with Principles of Marketing and Marketing Research, provides the foundation for
the marketing elective courses and the capstone course.

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Course Materials:
Solomon, Michael R. (2013), Consumer Behavior: Buying, Having, and Being. Tenth Edition.
Upper Saddle River, NJ: Pearson Prentice Hall.
eCampus at http://ecampus.tamu.edu will be used to post slides, announcements, and grades.
3 Scantron Test Forms (8.5 X 11 gray forms)
Any additional readings or handouts assigned by the professor.
Evaluation of Performance:
Exam 1
Exam 2
Final Exam
Executive Lecturers Attendance
Team Project
Attendance

100 points
100 points
100 points
30 points
100 points
20 points
450 points

Final grades in the course will be based on the following distribution: A=405 and above,
B=360, C=315, D=270, and F= below 270. The exams will cover material from the readings,
lectures, and executive lecturers. Appeals of any exam question or assignment grade must be
submitted by email stating the specific reason why I should reconsider the grade. You will have 1
week after grades are provided to submit an appeal. You may not do additional work to raise
your course grade. Class participation, however, may be used to adjust course grades in borderline
cases. If you are having difficulty in achieving your course grade objective, please see me as
early in the semester as possible. I will help to identify your strengths and weaknesses in the
coursework in an effort to improve your performance. Remember, however, your grade is
ultimately your personal responsibility.
In accordance with university regulations, a make-up exam will be given to a student with
an excuse deemed sufficient by the university as explained in the Texas A&M University Student
Rules. Appropriate documentation is required. If it is necessary for you to miss a scheduled
exam, you need to contact me prior to the exam. If that is impossible, contact me within 24 hours
of the missed exam to discuss your absence. If you have an unexcused absence from an exam,
your exam grade will be a zero. Among the reasons absences are considered excused by the
university are the following:
1. Participation in an activity appearing on the university authorized activity list.
2. Death or major illness in a student's immediate family.
3. Illness of a dependent family member.
4. Participation in legal proceedings or administrative procedures that require a student's
presence.
5. Religious holy day.
6. Illness that is too severe or contagious for the student to attend class (to be determined by
Health Center or off-campus physician).
7. Required participation in military duties.

Team Project:

The team project will give you experience applying the concepts and theories covered in
the course to an in-depth investigation of a narrow consumer segment. It is based on secondary
research. The team project is described in more detail on a separate handout.
Attendance is required for all of the team presentations. Team evaluations will be incorporated
into your team assignment grade. Note that it is possible for students to earn a zero on the team
assignments for marginal or no participation. Remember, Aggies are known for their work ethic,
integrity, and teamwork. I expect each of you to get along with your teammates and to contribute
equally to your teams effort. Class members will have until January 29 to form teams of 4-5
people.
Attendance:
Attendance is mandatory on days when executive lecturers donate their time and energy to
travel to Texas A&M to share their insights about Consumer Behavior. You are responsible for
signing the attendance sheet on each of these days. If the attendance sheet does not circulate to
you, then you need to sign it at the end of class. Otherwise, you will not get the attendance points
for these days. Only university approved excuses will be accepted for absences and they must be
provided within one week of the missed lecture.
Classroom Expectations:
We have beautiful, state-of-the art classrooms in the Wehner Building. We want to
maintain the high quality condition of these classrooms for current and future students. Thus, it is
necessary for you to adhere to the established policy of no food, beverages, tobacco products, or
animals in the classroom at any time time (even before class). Water is the exception and is
permitted (preferably in clear containers). At my discretion, you will lose points for violating this
policy.
It is Mays Business School policy that you must attend the section in which you are
enrolled. You do not have permission to attend any section (or class) in which you are not
enrolled.
Please be on time for class and do not leave early unless there is an emergency. It is
distracting to the professor and your classmates when students enter and exit during the class
period. Please show respect to all class members. Refrain from talking at times when talking
may disturb others in the classroom. At the beginning of class, put away non-class readings,
texting, puzzles, and other leisure activities. Turn off your cell phone. Please recycle or throw
away newspapers or anything else you bring to class rather than leave trash on the furniture or
floor. Our building facilities personnel work hard as it is.
Academic Honesty:
Former Texas A&M University President (and Secretary of Defense and Author),
Robert Gates, asked all of the Texas A&M University stakeholders to renew their commitment to
academic integrity. It is the responsibility of both students and professors to help maintain
scholastic integrity at the university by refusing to participate in or tolerate scholastic dishonesty.
Academic honesty means performing all academic work without plagiarism, cheating, lying,
tampering, stealing, receiving unauthorized or illegitimate assistance from any other person, or
using any source of information that is not common knowledge. Individual assignments (e.g.,

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exams) require individual efforts. Team assignments require efforts of team members only.
Work as a group, but dont share information with other teams. Of particular relevance to
marketing, it is important to note that fabrication includes falsifying research data or analysis
results. All students are responsible for maintaining the highest standards of honesty and integrity
in every phase of their academic careers. If you have any questions regarding academic honesty,
please consult the latest issue of the Texas A&M University Student Rules, under the section
Scholastic Dishonesty. The penalties for academic dishonesty will be enforced. Ignorance is
not an acceptable defense for academic dishonesty. The Honor Council Rules and Procedures are
available on the web at http://www.tamu.edu/aggiehonor. Academic honesty is part of the Aggie
Code of Honor that all Aggies commit to upon admission to Texas A&M University.
Aggies do not lie, cheat, or steal, nor do they tolerate those who do.
Students with Disabilities:
The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that
provides comprehensive civil rights protection for persons with disabilities. Among other things,
this legislation requires that all students with disabilities be guaranteed a learning environment
that provides for reasonable accommodation of their disabilities. If you believe you have a
disability requiring an accommodation, please contact the Department of Student Life, Services
for Students with Disabilities in Room 118B of Cain Hall, or call 845-1637. In addition, please
see me by January 22.
Course Schedule:
You are responsible for any announcements made in class. It is possible for assignment
dates to change during the semester. We may make adjustments to accommodate executive
lecturers, for example. Remember that the course schedule is tentative and subject to change
with notice.
DATES

ASSIGNMENTS

Jan. 13-15-17

Introduction to Consumer Behavior

Section 1: Consumers in the Marketplace
Ch. 1 Buying, Having, and Being

Jan. 20-22-24

***Jan. 20, Martin Luther King, Jr. Day

Section 2: Consumers as Individuals
Ch. 2 Perception

Jan. 27-29-31

The Super Bowl

***Email team members names & contact information to
Ms. Pam House by Jan. 29.
Note: The Center for Retailing Studies Career Fair is Jan. 29.

Feb. 3-5-7

Ch. 3 Learning and Memory

***Feb. 3, Mark Jones, CEO, TWG Insurance
***Feb. 5, Mary Huizenga, Regional Manager for Macys

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Feb. 10-12-14

*** Feb. 14, Exam 1

Feb. 17-19-21

Ch. 4 Motivation and Values

***TBD, Professor Michael M. Smith, Business Reference Librarian
and Marketing Department Liaison

Feb. 24-26-28

Ch. 5 The Self

***Feb. 26, Academy Sports and Outdoor

March 3-5-7

Ch. 6 Personality and Psychographics

***Executive Lecturer TBD

March 10-12-14

Spring Break

March 17-19-21

Ch. 7 Attitudes and Persuasion

March 24-26-28

Section 3: Consumers as Decision Makers

Ch. 8 Decision Making
*** March 28, Exam 2

March 31April 2-4

Ch. 9 Buying and Disposing

Ch. 10 Organizational and Household Decision Making

April 7-9-11

***Team Projects

April 14-16-18

***Team Projects
***Apr. 18, Reading Day

April 21-23-25

Section 4: Consumers and Subcultures

Ch. 12 Social Class and Lifestyles
***Executive Lecturer TBD

April 28-29

Ch. 13 Subcultures
Tuesday, Apr. 29 is a redefined Friday.

Monday, May 5

***Final Exam at 10:30 for Section 501.