BMA252

CONSUMER BEHAVIOUR (Flexible)

Semester 2, 2012

Teaching Team:
Associate Professor Martin Grimmer

CRICOS Provider Code: 00586B

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Contact Details

Unit Coordinator: Associate Professor Martin Grimmer

Campus: Hobart

Room Number: 215

Email: Martin.Grimmer@utas.edu.au

Phone: 03 6226 2824

Fax: 03 6226 2170

Consultation Time: By appointment

Flexible Education Office Coordinator: Ms Latha Jeyaraj

Email: Flexible.Education@business.utas.edu.au

Phone: 1800 449 902 (toll free) or 61 3 6324 3186

Campus Room Number: Building D, Room D126

Campus: Launceston

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Contents

Contact Details Page 2

Unit Description . Page 4

Intended Learning Outcomes and Generic Graduate Attributes.... Page 5

Learning Expectations and Teaching Strategies Approach .. Page 6

Learning Resources .. Page 7

Details of Teaching Arrangements Page 10

Assessment .. Page 10

Submission of Coursework .. Page 14

Academic Misconduct and Plagiarism .. Page 15

Study Program Page 16

Study Schedule .. Page 19

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Unit Description
Buying and consuming is something we all do virtually every day of our lives. As consumers, we are
continually undertaking simple purchases such as deciding what to eat for lunch, as well as more
complex ones such as what car to buy. Understanding how these purchase decisions are made, and
what factors influence them, is the focus of consumer behaviour.

For marketers, understanding how consumers behave is an integral part of correctly identifying their
real needs, and also of understanding how the seller and the consumer can effectively connect.
Consumers of all types go through complex decision-making processes at some time before they
commit themselves to a purchase, or make a decision to continue to buy and to consume a product
or service. The study of consumer behaviour assists marketers in understanding the decision-making
processes that consumers undertake.

This unit investigates consumer decision-making and more specifically the internal and external
influences on the purchasing and consumption process. The marketing challenges and implications
for selling to consumers are discussed throughout from a consumer behaviour perspective.

Pre-Requisite/Co-Requisite Unit(s)
BMA101 Introduction to Management

BMA151 Principles of Marketing

Enrolment in the Unit

Whilst this unit is offered to both internal and external (distance) students, those enrolled to study
in the distance mode will be required to maintain the same level of progress. This unit is not a self-
paced unit. If you are studying this unit in a distance mode, you should ensure you are able to
dedicate sufficient time on a weekly basis for completing the required readings, study guide
activities, review questions, and assessments.

Unless there are exceptional circumstances, students should not enrol in BMA units after the end of
week two of semester, as the School of Management cannot guarantee that:

any extra assistance will be provided by the teaching team in respect of work covered in the
period prior to enrolment; and
penalties will not be applied for late submission of any piece or pieces of assessment that
were due during this period.

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Intended Learning Outcomes and Generic Graduate Attributes
Learning Outcomes
Knowledge of the
complexities of consumer
decision-making processes
including the influence of
situational, psychological,
social and cultural factors
Assessment Criteria In assessing this
Assessment
learning outcome I will be looking at Graduate Attribute Outcomes
Methods
student ability to:
Explain consumer behaviour theory On-line tests, report, This unit has been designed to develop the following graduate
Photo-blog, OBOW exam attributes in students:
Describe the consumer decision-making process On-line tests, report, Knowledge (level 2)
Photo-blog, OBOW exam Knowledge specific to consumer behaviour theory and research, and
the ability to apply that knowledge in order to understand marketing
Assess the needs and wants of consumers Report, Photo-blog, strategies
OBOW exam Life-long learning skills in pursuit of consumer behaviour related
professional development as a marketer

Critical evaluation of
marketing strategies in
relation to consumer
motivations
Knowledge of the impact on
society of marketing
strategies and issues
concerning ethics in
marketing
Broad knowledge of current
issues in consumer
behaviour and the place of
consumption in modern
society
Justify marketing decisions made by sellers in
terms of consumer decision-making processes
Identify the role of theory as it applies to the real-
world of consumer behaviour
Describe the impact of marketing practices on
individuals and groups in society
Apply ethically, and with integrity and social
responsibility, consumer/buyer behaviour theory
and research to marketing strategies
Appreciate consumer behaviour issues in an
Australian and a global context
Demonstrate understanding of the importance of
consumer behaviour for businesses so as to gain a
competitive advantage in the global marketplace
Photo-blog, report Communication Skills (level 2)
Written communication skills of a quality and manner appropriate to
real-world marketing situations, with a clearly demonstrated ability to
communicate complex arguments in written form
Report, Photo-blog,
OBOW exam Problem-Solving Skills (level 2)
Effective problem-solving skills including the ability to apply
On-line tests, Photo-blog, marketing related theories, models and methods and logical thinking
to a range of multi-dimensional consumer behaviour related
OBOW exam
problems
An awareness of when additional information is needed and the
Report, Photo-blog,
capacity to locate, analyse and use it
OBOW exam
Social Responsibility (level 2)
Social responsibility through consideration of social groups in the
Class activities, report, application of consumer behaviour theory and research to marketing
photo-blog strategies
An awareness and consideration of the interests of various
Class activities, report, collectivities of nations when assessing the impact of marketing
photo-blog, OBOW exam practices, as well as the ability to apply ethical values to consumer
related decisions

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Learning Expectations and Teaching Strategies/Approach
In completing this unit students will develop:

knowledge of the complexities of consumer decision-making processes including the influence of

situational, psychological, social and cultural factors;
the ability to critically evaluate marketing strategies in relation to consumer motivations;
knowledge of the impact on society of marketing strategies and issues concerning ethics in
marketing;
broad knowledge of current issues in consumer behaviour and the place of consumption in
modern society

In order to achieve these learning outcomes, the unit has been designed around a THIRTEEN (13) week
study schedule incorporating THREE (3) learning modules. Content will be delivered via audio-
recorded lectures, additional readings, study guide activities and review questions, and special online
discussions through web conferencing and MyLO. The Universitys MyLO (My Learning Online) system
will be used as the central platform for posting and accessing resources and learning material.

For more information on the material covered by each module, refer to the Study Schedule available
via the Learning Hub icon on the BMA252 MyLO home page. Students will need to access all the
learning material for this course via MyLO. Note that not all the learning materials will be available at
the start of the semester. Audio recorded lectures, for example, will not be available until the Friday
morning of each week.

Expectations

The University is committed to a high standard of professional conduct in all activities, and holds its
commitment and responsibilities to its students as being of paramount importance. Likewise, it holds
expectations about the responsibilities students have as they pursue their studies within the special
environment the University offers. The Universitys Code of Conduct for Teaching and Learning states:

Students are expected to participate actively and positively in the teaching/learning

environment. They must attend classes when and as required, strive to maintain steady
progress within the subject or unit framework, comply with workload expectations, and submit
required work on time.

Occupational Health and Safety (OH&S)

The University is committed to providing a safe and secure teaching and learning environment. In
addition to specific requirements of this unit you should refer to the Universitys policy at:
http://www.admin.utas.edu.au/hr/ohs/pol_proc/ohs.pdf.

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Learning Resources

Required Equipment

Students must be able to access a digital camera (e.g. phone camera) for one or more assignments for
this unit.

Prescribed Texts

Quester P, Pettigrew S & Hawkins D 2011, Consumer behaviour implications for marketing strategy,
6th edn, McGraw-Hill, Sydney.

Recommended Readings

Assael H, Pope, N Brennan, L & Voges K 2007, Consumer behaviour: First Asia-Pacific edition, John
Wiley & Sons Australia, Ltd, Milton, Qld.
Belasco W & Scranton P (eds.) 2002, Food nations: Selling taste in consumer societies, Routledge, New
York.
Beller K, Weiss SM, & Patler L 2005, The consistent consumer: Predicting future behavior through
listing values, Chicago Trade Pub, Chicago, IL.
Blackwell RD 2006, Consumer behaviour: An Asia-Pacific approach, Thomson Learning, South
Melbourne.
Brierty EG, Eckles RW & Reeder RR 1998, Business marketing, 3rd edn, Prentice Hall, Upper Saddle
River New Jersey.
Clow KE & Baack D 2004, Integrated advertising, promotion & marketing communications, Pearson
Prentice Hall, Upper Saddle River, NJ.
Cohen L 2003, A consumers republic: The politics of mass consumption in post-war America, Alfred A.
Knopf, New York.
Csikszentmihalyi M & Rochberg-Hlaton E 1981, The meaning of things: Domestic symbols and the self,
Cambridge University Press, Cambridge.
Goldsmith EB 2005, Consumer economics: Issues and behaviours, Prentice Hall, New Jersey.
Hamilton C & Denniss R 2005, Affluenza: When too much is never enough, Allen & Unwin, Crows Nest,
NSW.
Hanna N & Wozniak R 2001, Consumer behavior: An applied approach. Prentice Hall, Upper Saddle
River, NJ.
Horowitz D 2004, The anxieties of affluence: Critiques of American consumer culture, 1939-1979,
University of Massachussetts Press, Amherst.
Hoyer WD & MacInnis D J 2010, Consumer behavior, 5th edn, South Western, Mason OH.
Hutt MD & Speh TW 1998, Business marketing managementA strategic view of industrial and
organizational markets, 6th edn, The Dryden Press, Orlando.
Kidd A & Nicholls D (eds.) 1999, Gender, civic culture and consumerism: Middle-class identity in Britain
1800-1940, Manchester University Press, Manchester and New York.
Krarup S & Russell CS 2005, Environment, information and consumer behaviour, Edward Elgar,
Cheltenham.

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Lindquist JD & Sirgy MJ 2009, Shopper, buyer, and consumer behaviour: Theory, marketing applications
and public policy implications, Cengage, Mason OH.
Lindstrom M 2008, Buy-ology: How everything we believe about why we buy is wrong! Random House
Business Books, New York.
McNeal J 2007, On becoming a consumer: Development of consumer behavior patterns in childhood,
Butterworth-Heinemann, London.
Mick DG & Ratneshwar S 2005, Inside consumption: Consumer motives, goals, and desires, Routledge,
London.
Miles S 1998, Consumerism: As a way of life, Sage, Thousand Oaks, California.
Mooij M de 2004, Consumer behaviour and culture: Consequences for global marketing and
advertising, Sage, Thousand Oaks CA.
Schiffman LG, OCass A, Paladino A, DAlessandro S & Bednall D 2011, Consumer behaviour, 5th edn,
Pearson, Sydney.
Solomon MR 2007, Consumer behavior: Buying, having and being, 7th edn, Prentice Hall, Upper Saddle
River, New Jersey.
Stearns PN 2001, Consumerism in world history: The global transformation of desire, Routledge,
London.
Taylor CR & Lee DH 2007, Cross-cultural buyer behaviour, Elsevier, Amsterdam.
Twitchell JB 2002, Living it up: Our love affair with luxury, Columbia University Press, New York.
Underhill P 1999, Why we buy: The science of shopping, Simon & Schuster, New York.
Underhill P 2004, Call of the mall: The geography of shopping, Simon & Schuster, New York.
Underhill P 2010, What women want: The global market turns female friendly, Simon & Schuster, New
York.
Wardlow DL 1996, Gays, lesbians, and consumer behavior: Theory, practice, and research issues in
marketing, Haworth Press, New York.
Whitwell G 1989, Making the market: The rise of consumer society, McPhee Gribble Publishers,
Melbourne.
Widing RE, Sheth JN, Pulendran S, Mittal B & Newman BI 2003, Consumer behaviour and beyond,
Thompson, Melbourne.
Wuyts S 2010, The connected customer: The changing nature of consumer and business markets,
Routledge, New York.

Journals and Periodicals

Advances in Consumer Research

Australasian Marketing Journal
European Journal of Marketing
International Journal of Consumer Studies
The International Review of Retail, Distribution and Consumer Research
Journal of the Academy of Marketing Science
Journal of Advertising

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Journal of Advertising Research
Journal of Consumer Affairs
Journal of Consumer Behaviour
Journal of Consumer Culture
Journal of Consumer Marketing
Journal of Consumer Policy
Journal of Consumer Psychology
Journal of Consumer Research
Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior
Journal of Family and Consumer Sciences
Journal of Fashion Marketing and Management
Journal of International Consumer Marketing
Journal of Marketing
Journal of Marketing Management
Journal of Marketing Research
Journal of Retailing
Journal of Marketing Theory and Practice
Journal of Public Policy and Marketing
Psychology and Marketing
Research in Consumer Behavior: A Research Annual
Useful Websites

http://www.utas.edu.au/mgmt/student.htm

There are also many sites mentioned in the textbook, and on the textbook website (see the inside
front cover of your textbook for access information).

My Learning Online (MyLO)

MyLO software has been incorporated into the delivery of this unit to enhance the learning experience
by providing access to up to date course materials and by allowing for online discussion through this
web based environment.

To access MyLO from your own computer you will need the appropriate software, and hardware to
run that software. See Learning Online at http://uconnect.utas.edu.au/ for computer software you
will need.

Note: Older computers may not have the hardware to run some of the required software applications.
Contact your local IT support person or the Service Desk on 6226 1818 if you experience difficulties.
The School of Management has prepared a MyLO Information Sheet which includes access guidelines
and contact information. It is available to download as a word document from the School of
Management website at http://www.utas.edu.au/mgmt/student.htm.

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Privacy Policy and Notice

The School of Management takes the utmost care to protect the privacy and security of your personal
information and to ensure its accuracy. If you have any concerns about your privacy in MyLO please
contact the coordinator of this unit or view the University of Tasmania MyLO Privacy Policy Statement
available from the university website at http://www.utas.edu.au/coursesonline/privacy.htm.

Details of Teaching Arrangements

Communication, Consultation and Appointments

How do you find out information about this unit? In addition to the unit outline, your lecturer will
communicate important information to you in the audio-recorded lectures, and the News section of
the BMA252 MyLO site. It is important that you check MyLO and your UTAS email account regularly
we suggest at least twice a week. You may also post your own discussion questions.

If you would like to talk to your lecturer one-to-one, send them an email or give them a call. Note that
you should use the contact details provided on page 2 of this unit outline. Your lecturer will regularly
check their UTAS email, and will endeavour to reply to your query within two working days. If you
would like to see your lecturer in person, email or phone them in advance for an appointment.

Assessment

Assessment Schedule

In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total available
marks. Details of each assessment item are outlined below.

Assessment Item Value Due Date Length

Assessment Item 1 15 marks (5 marks Throughout semester 10 questions each/10
three on-line tests per test) (Weeks 4, 7 & 12) minutes each

Assessment Item 2 20 marks (5 marks Throughout semester Blogs: 600 words

three photo-blogs per blog and 5 (Weeks 5, 8 & 13) each
and two posts marks for two posts) Posts: up to 300
words each*

Assessment Item 3 15 marks Monday 8 October 1800 words*

report
Assessment Item 4 50 marks Week commencing 22 2500 words over 36
open book, open web October hours
(OBOW) exam
* Word Limit: The word count includes such items as headings, in-text references, quotes and
executive summaries. It does not include the reference list at the end of the assignment.

Assessment Items 1: End of module on line tests

Task There will be THREE (3) on-line tests throughout the semester, designed to test your
understanding of key concepts in consumer behaviour relevant to each of the unit

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Description: modules. Each test will have TEN (10) multiple choice questions. Each test will be
randomly constructed for every student. The test can be taken at a time of your
choice during the designated week (see below). You will need to log on to MyLO using
your University electronic mail username and password. A time limit of 10 minutes
will apply for each test. Please note that each test will open at 5.00pm on the
Thursday of each designated week, and close at 5.00pm on the following Monday. It is
advised that you mark the following online test dates in your diaries for completion.

Task TEN (10) questions per test with a time limit of TEN (10) minutes each. Please
Length: complete the required readings prior to starting each test.

Due Dates: Test 1: Week 4 (5.00pm Thursday 9 August 5.00pm Monday 13 August)
Test 2: Week 7 (5.00pm Thursday 30 August 5.00pm Monday 3 September)
Test 3: Week 12 (5.00pm Thursday 11 October 5.00pm Monday 15 October)
Value: 15 marks (5 marks per test)

Assessment Items 2: Photo-blogs and posts

Task For this assessment item you will be required to apply your knowledge of consumer
Description: behaviour to critically analyse your own purchase behaviour. During the semester
you will need to identify THREE (3) product purchases that you wish to analyse. It is
up to you to decide which of your purchases you wish to analyse it may be a low
involvement purchase such as buying a soft drink, or a high involvement purchase
such as buying a TV. For each purchase, you will be required to attach a photograph
that you have taken that is relevant to the purchase. The photo could be of the
product, of where you bought the product, of an ad for the product, of the
shelving/display, of you using the product, of you disposing of the product, etc. The
photo does not need to be studio-quality; a mobile phone camera will be quite
suitable for the job. The aim is for you to capture, on your camera, something about
the product purchase/use that you found compelling or interesting.

Once you have identified a product purchase and taken a picture, you will be required
to use consumer behaviour theory to critically analyse the various influences on your
decision process in relation to the purchase of the product. In your analysis, you
should try to identify examples where marketers have attempted to target these
factors with their marketing strategy to influence your purchase decision.

You should allow 600 words to analyse each of the three purchases. This is not a
formal essay, so you do not need an introduction and a conclusion for this assessment
item simply provide a critical analysis of your three purchases. You are required to
use FOUR (4) academic references in each of your analyses. When you have written
each analysis, post it in your tutorials blog (on the BMA252 MyLO site), along with
the photo as an attachment. Instructions for how to do this will be provided in the
blog itself. You must post each analysis by the due dates listed below.

The three product purchase analyses should relate to each of the three modules (i.e.
one purchase for each module).

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 1. Blog 1: Module One Introductory Issues in Consumer Behaviour (consumer
decision processes, segmentation and demographics)
2. Blog 2: Module Two Internal Influences on Consumer Decision-Making
(perception, learning, motivation, personality, emotion, and attitudes)
3. Blog 3: Module Three External Influences on Consumer Decision-Making
(household and family, groups, social class, culture, consumers and society)

Note that not all of the factors covered in the module will influence every purchase.

As well as writing your three blogs, you will be required to submit TWO (2) posts of
300 words in relation to the purchases of other students from your tutorial. Each of
these posts should demonstrate your ability to critically and constructively comment
on what other students have put up for their photo-blogs with regard to their
analyses. The aim is to encourage discussion as well as deeper analysis and
understanding of each others purchase behaviour. You are able to comment on any
of the blogs by your fellow students, though you will only be expected to have done
your first post by the due date for Blog 2 (see dates below).

A copy of the marking criteria for this assessment item will be available on MyLO.

Task Length: 3 X Blogs: 600 words each; At least 2 X Posts: up to 300 words each

Due Dates: Blog 1: Week 5 (2.00pm Friday 17 August)

Blog 2, Post 1: Week 8 (2.00pm Friday 14 September)
Blog 3, Post 2: Week 13 (2.00pm Friday 19 October)

Value: 20 marks (5 marks per blog, and 5 marks for two posts)

Assessment Item 3 Report

Task For this assessment item you are required to take the position of a competitor for
Description: one of the products you have analysed for Assessment Item 2. As a competitor, it is
your intention to introduce a similar product into the market. Using consumer
behaviour theory and research, you must write a report outlining how you might go
about doing this. Use your understanding of the consumer decision-making process
and whatever internal and external influences seem most relevant to the product
purchase.

This assignment should be answered in an essay format, with an introduction, body,

and conclusion. There is no requirement for a table of contents, but please use page
numbers. You must use a minimum of ten (10) academic references in writing your
report. A copy of the assessment criteria will be available through MyLO.

Task Length: 1800 words

Due Date: Monday 8 October, 2.00pm

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Value: 15 marks

Assessment Item 4 Final Examination

Task The final examination will be an Open Book, Open Web (OBOW) exam. This is a
Description: take-home exam that will allow you to use your textbook, other books, academic
journals, and the web. More information will be provided as the semester
progresses, but in brief, you will be asked to take the position of a marketing
executive in your firm. Your CEO has seen a presentation by an international
consumer behaviour guru (this will be provided to you). She wants to know if
what he says is of any value. You will be asked to write a brief for her on what the
consumer behaviour guru is proposing, using your knowledge of consumer
behaviour research and theory. You will need to critically analyse the strengths
and weaknesses of what the guru proposes, in such a way as to show your
command of consumer behaviour theory and research and how it can be used to
inform marketing practice.

Task length: 2500 words maximum, over 36 hours

Due Date Week commencing 22 October

Value: 50 marks

Detailed marking criteria for the exam will be provided to students with the take-home exam paper.
Collusion, which means collaborating with another person to complete this exam, is cheating and is
therefore not permitted. Exams showing evidence of collusion will be disqualified on these grounds.

You are advised to make any necessary arrangements with employers now for time off for completing
this examination. Your participation during the scheduled week is not negotiable unless there are
exceptional circumstances.

Supplementary Exams: Except in special circumstances and on the recommendation of the unit
coordinator or the Head of School, a student who fails will not be granted a supplementary
examination.

Special Consideration and Student Difficulties

If a student is experiencing difficulties with their studies or assignments, have personal or life planning
issues, disability or illness which may affect their course of study, they are advised to raise these with
their lecturer in the first instance. Students may also contact the Student Adviser who will be able to
help in identifying the issues that need to be addressed, give general advice, assist by liaising with
academic staff, as well as referring students to any relevant University-wide support services. The
Student Adviser is located in room 318a in the Commerce Building in Hobart and is contactable by
phone on 6226 1916. In Launceston the Student Adviser is located in room A168 in Building A and is
contactable by phone on 6324 3312. There is also a range of University-wide support services available
including Student Services, International Services and Learning Development. Please refer to the
Current Students homepage at http://www.utas.edu.au/students/index.html.

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Should a student require assistance in accessing the Library, visit their website for more information at
http://www.utas.edu.au/library/.

Students who have completed their examinations and who feel that they have been disadvantaged
due to illness or other circumstances affecting their study, may fill out a form to request that their
lecturer takes this into consideration when marking the examination. Forms should be submitted
directly to the relevant school, accompanied by appropriate supporting documentation, as soon as
possible after the completion of the examination. Granting of special consideration is at the discretion
of the lecturer and school. The relevant form can be found at the following website:
http://www.studentcentre.utas.edu.au/examinations_and_results/forms_files/index.htm#eits.

Students with a non-English speaking background may be permitted to take a bilingual dictionary into
an exam. This dictionary must not be annotated that is, it must have no notes written in it. Students
must request permission from the Student Centre in order to use a bilingual dictionary.

Submission of Coursework
All Coursework must have the School of Management Assignment Cover Sheet, which is available as a
blank template from the School of Management website: http://www.utas.edu.au/mgmt/student.htm.
All assignments must include the lecturers name on the assignment Cover Sheets when they are
submitted. If this is not done the assignment will not be accepted and therefore will not be marked.

Please remember that you are responsible for lodging your Coursework on or before the due date. We
suggest you keep a copy. Even in the most perfect of systems, items sometimes go astray.
Assignments must be submitted electronically through the relevant assignment drop box in MyLO. All
coursework must be handed in by 2.00pm on the due date.

Requests for Extensions

Written Coursework:
Extensions will only be granted on medical or compassionate grounds and will not be granted because
of work or other commitments. Requests for extensions should be made in writing to the unit
coordinator prior to the due date. Medical certificates or other evidence must be attached and must
contain information which justifies the extension sought. Late assignments which have not been
granted an extension will, at the lecturers discretion, be penalised by deducting ten per cent of total
marks for each full day overdue.
Assignments submitted more than five days late will normally not be accepted by the unit coordinator.

Online tests:
Students who are unable to sit an online test within the designated week because of medical or
compassionate reasons (work or other commitments are not considered 'compassionate reasons')
may request that they be permitted to submit alternative coursework. Requests for alternative
coursework should be made in writing to the unit coordinator prior to the designated test week.
Medical certificates or other evidence must be attached.

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Faculty of Business Late Assessment Policy

A full copy of the Faculty of Business late assessment policy is available from the Faculty homepage at
http://fcms.its.utas.edu.au/business/business/policies.asp.

Academic Referencing and Style Guide

Before starting their assignments, students are advised to familiarise themselves with the following
electronic resources. The first is the School of Management Guide to Writing Assignment, which can
be accessed from the following site - : http://www.utas.edu.au/mgmt/student.htm. The guide
provides students with useful information about the structure and style of assignments in the School
of Management.

The second is the Harvard Referencing System Style Guide, which can be accessed from the UTAS
library (http://utas.libguides.com/content.php?pid=27520&sid=199808). The Harvard Referencing
System will be used in all School of Management units, and students are expected to use this system
in their assignments.

Academic Misconduct and Plagiarism

Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an
assignment or an examination, and any other conduct by which a student:
(a) seeks to gain, for themselves or for any other person, any academic advantage or
advancement to which they or that other person are not entitled; or
(b) improperly disadvantages any other student.

Students engaging in any form of academic misconduct may be dealt with under the Ordinance of
Student Discipline. This can include imposition of penalties that range from a deduction/cancellation
of marks to exclusion from a unit or the University. Details of penalties that can be imposed are
available in the Ordinance of Student Discipline Part 3 Academic Misconduct, see
http://www.utas.edu.au/universitycouncil/legislation/.

Plagiarism is a form of cheating. It is taking and using someone elses thoughts, writings or inventions
and representing them as your own, for example:
using an authors words without putting them in quotation marks and citing the source;
using an authors ideas without proper acknowledgment and citation; or
copying another students work.

If you have any doubts about how to refer to the work of others in your assignments, please consult
your lecturer or tutor for relevant referencing guidelines, and the academic integrity resources on the
web at http://www.utas.edu.au/tl/supporting/academicintegrity/index.html.

The intentional copying of someone elses work as ones own is a serious offence punishable by
penalties that may range from a fine or deduction/cancellation of marks and, in the most serious of
cases, to exclusion from a unit, a course, or the University.

The University and any persons authorised by the University may submit your assessable works to a
plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable works
may also be included in a reference database. It is a condition of this arrangement that the original
authors permission is required before a work within the database can be viewed.

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For further information on this statement and general referencing guidelines, see
http://www.utas.edu.au/plagiarism/ or follow the link under Policy, Procedures and Feedback on the
Current Students homepage.

Study Program
A study guide will be available for each week beginning in week 2 of this unit through the Learning
Hub icon on MyLO. Completing the required readings, in addition to listening to and watching the
audio recorded lectures and videos, will guide your learning of consumer behaviour theory. The self-
review questions and application activities contained under each week will help you prepare for
assessment and track your learning progress. We expect you to work through the study schedule over
the course of the semester. You should also check the Learning Hub folder in MyLO on a weekly basis,
as this is where you will find any additional learning materials, the audio recorded lectures for each
week and any relevant videos from your lecturer.

Week 1Introducing Consumer Behaviour (Chapter 1)

Review questions 6, 8, 9 & 10, and discussion question 1, Quester et al (2011: 28).

For your interest, find an advertisement for a new product. Identify the psychological and
sociological/cultural factors that may influence consumers decisions regarding the purchase of this
product. Who is it aimed at?

What are the purposes of consumption, and how have they changed over the last 100 years?

Week 2Consumer Decision Processes 1 (Chapters 2 to 4)

Review questions 3 & 4, and discussion question 1, Quester et al (2011: 56). Review question 1 and
discussion questions 1 and 3, Quester et al (2011: 85). Review question 1 and discussion question 3,
Quester et al (2011: 118-119).

Consider an emotion-based purchase you have recently made, versus a functional purchase. What
was the difference in terms of the product and your level of involvement in the decision?

Week 3 Consumer Decision Processes 2 (Chapters 5 to 7)

Review question 1, and discussion question 1, Quester et al (2011: 148). Case study: Whats in a label?
Quester et al (2011: 151-152). Review question 7 and discussion question 3, Quester et al (2011: 178-
179). Discussion question 1, Quester et al (2011: 212).

Remember the emotion-based versus functional purchases you considered last week. What post-
purchase evaluation did you engage in for each product? Was there any post-purchase dissonance and
did this vary across the two types of purchase?

Week 4Segmentation & Demographics (Chapter 12)

Review questions 1, 3 & 7, and discussion questions 1 & 4, Quester et al (2011: 412-413). Case study:
Will you age well? Quester et al (2011: 415-416).

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Examine a magazine directed at males, such as GQ or Mens Health, one oriented towards upper-
income females, such as Vogue, and one oriented towards lower-income females, such as New Idea.
Do the sex roles portrayed in the advertisements differ for these three magazine types? If so,
speculate on the reasons for this.

Week 5Perception & Learning (Chapters 8 and 9)

Review question 2, and discussion questions 1 & 2, Quester et al (2011: 291-292). Case study: Australia:
See the movie, see the country, Quester et al (2011: 258-259).
Week 6Motivation, Personality & Emotion (Chapter 10)

Review questions 1, 5 & 12, Quester et al (2011: 326). Global Gaze: Ambush marketing: An issue of
Olympian proportion, Quester et al (2011: 322). Case study: Beckhams brand personality, Quester et
al (2011: 329-330).
Week 7Attitudes & Attitude Change (Chapter 11)

Review questions 1 & 2, Quester et al (2011: 363). Global Gaze: How to make green consumers grow,
Quester et al (2011: 346). Tute Teaser: Comparing or smearing, Quester et al al (2011: 366). Case
study: The Pura milk boycott, Quester et al (2011: 367-368).
Week 8Family Influences (Chapter 13)

Review questions 1, 2, 6 & 7, and discussion question 6, Quester et al (2011: 446). Cyber Consumer:
Internet TV, Quester et al (2011: 443). Tute Teaser: Are three-year-olds fair game for advertisers?
Quester et al (2011: 448).
What influence do you have over the household purchases that are made where you live? Discuss this
question in terms of your household structure and life-cycle stage.
Week 9Group Influences & Opinion Leaders (Chapter 14)

Review questions 1, 3 & 4, and discussion questions 1 & 2, Quester et al (2011: 486). Global Gaze:
Bollywood celebrities, Quester et al (2011: 473). Case study: Milking it A1 versus A2, Quester et al
(2011: 489-490).
Week 10Social Class (Chapter 15)

Review questions 1, 3 & 4, Quester et al (2011: 519). Cyber Consumer: iPhone, therefore I am, Quester
et al (2011: 515). Case study: A new social class eco-snobs? Quester et al (2011: 522-523).
Read the opening vignette at the beginning of the chapter, Quester et al (2011: 496). To what extent is
it possible to market to the bogan or CUB segments? Are there ethical issues in even considering
this as a possible market segment?
Week 11Culture & Cross-Culture (Chapter 16)

Review questions 1 & 3, and discussion question 6, Quester et al (2011: 552). Global Gaze: Vive la
difference! Quester et al (2011: 542).
Read the opening vignette at the beginning of the chapter, Quester et al (2011: 527-528). What role
does consumption have in cultural change?

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Pick a sub-culture in Australia that you know something about. What are the characteristics of the sub-
culture that will have an impact on what they consume and how they can be marketed to?
Week 12Consumers & Society (Chapter 18)

Review questions 1 & 3, and discussion question 3, Quester et al (2011: 620).

Read the opening vignette at the beginning of the chapter, Quester et al (2011: 599-600). Do you think
that consumers really are now concerned about overconsumption? Does this vary according to what
part of the world people live in and what age group they belong to?

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Study Schedule

Week Start of Week Chapter Topic Due Dates

MODULE ONE: Introductory Issues in

Consumer Behaviour
1 July 16 1 Introduction to consumer behavior

2 July 23 2-4 Consumer decision processes 1

3 July 30 5-7 Consumer decision processes 2

4 August 6 12 Segmentation and demographics On-line test 1

MODULE TWO: Internal Influences on
Consumer Decision-Making
5 August 13 8-9 Perception and learning Blog 1 due

6 August 20 10 Motivation, personality and emotion

7 August 27 11 Attitudes and attitude change On-line test 2

Mid-Semester Break: 3 September 7 September 2012

MODULE THREE: External Influences

on Consumer Decision-Making
8 September 10 13 Family influences Blog 2; Post 1 due

9 September 17 14 Group influences and opinion leaders

10 September 24 15 Social class

11 October 1 16 Culture and cross-culture

12 October 8 18 Consumers and society Report due

On-line test 3

13 October 15 Review and OBOW Exam Preparation Blog 3; Post 2 due

Study Period - 22 October 26 October 2012

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