消费者行为学教学大纲1

消费者行为学教学大纲课程编号10054016课程名称消费者行为学/Consumer behavior学分2学时32适用专业国际经济与贸易合作培养建议修读学期4开课单位商学院国贸系先修课程无

一、课程性质、目的与任务Characteristics:Consumer Behavioris aapplied science,and ifs branchofMaketing.It isa brandnew sciencewas bronin1950s,mainly figureout thefactorsthat influencethe consumerson makingbuying descion.Objescts andmissions:The studyof consumershelps studentsunderstandingissues suchas the psychology of how consumersthink,feel,reason,and selectbetweendifferent alternativese.g.,brands,products;thepsychologyofhowtheconsumer isinfluenced byhis orher environmente.g.,culture,family,signs,media;the behaviorof consumerswhile shoppingor makingother marketingdecisions;limitations inconsumer knowledgeor informationprocessing abilitiesinfluencedecisions andmarketing outcome.Corresponding tothe graduationrequirements2,5,7,8,9

二、教学内容、基本要求及学时分配按章节列出内容要求学时等，实验上机项目要列在课程内容一栏占教学W,难点学时实验上机课程内容备注要求幻△安排学时学时CHAPTER1Consumer Behavior:Its OriginsandC2Strategic Applications

1.1Consumer Behavior

1.2Development ofthe Marketing☆Concept

1.3The MarketingMix

1.4Successful Relationships

1.5A SimplifiedModel of ConsumerDecision MakingCHAPTER2B4Consumer Research

2.1Introduction toQuantitative andQualitative Research

2.2Introduction toQuantitative andQualitativeResearch

2.3Quantitative Researchand☆QualitativeResearch△CHAPTER3A4Market Segmentation

3.1What IsMarket Segmentation.☆

3.2Bases forSegmentation

3.3Criteria forEffective TargetingofSegments

3.4Implementing SegmentationStrategies☆CHAPTER4A4Consumer Motivation☆

4.1Model ofthe MotivationProcess

4.2Goals☆

4.3Motives

4.4NeedsCHAPTER5A4Personality andConsumer Behavior

5.1Consumer InnovatorsAndNoninnovators

5.2Cognitive PersonalityFactors☆

5.3Product PersonalityA△

5.4The Selfand Self-ImageCHAPTER6A4Consumer Perception

6.1Elements ofPerception☆

6.2Aspects ofPerception△

6.3Issues inConsumer ImageryCHAPTER7C2Consumer Learning日

7.1The ementsofConsumerLearning☆

7.2Behavioral LearningTheoriesCHAPTER8Consumer Attitude Formation andA4Change

8.1What AreAttitudes

8.2Structural Modelsof Attitudes

8.3AttitudeFormation☆☆

8.4Strategies ofAttitude Changes

8.5Behavior CanPrecede orFollow☆Attitude FormationCHAPTER9A4Communication andConsumer Behavior

9.1Components ofCommunication

9.2The CommunicationProcess

9.3Designing Persuasive☆Communications（教学基本要求熟练掌握；掌握；了解）A-B-C-

三、建议实验（上机）项目及学时分配无

四、教学方法与教学手段该课程的教学方法与手段主要是采用多媒体教学手段，结合案例运用启发式、专题讨论式等方法进行教学

五、考核方式与成绩评定标准平时成绩占比而期末成绩占比平时考核60%,40%的方式主要包括出勤及课堂提问或表现、课后练习、案例/专题小组讨论等；期末考核主要为笔试（开卷）

六、教材与主要参考书目教材为GSchiffman.Consumer Behavior,Beijing,Qinhuauniversity publishinghouse,

2012.（美）〕.保罗.彼得杰里奥尔森《消费者行为与营销战略》.大连.东北财

1.・C.经大学出版社，2000o（美）查尔斯.小兰姆等《营销学精要》.中文版.大连冻北财经大学出版

2.・W社,2000o（美）德尔霍金斯《消费者行为学》.中文版北京机械工业出版社，

3.・L・2000o（英）〕.布莱思《消费者行为学》.中文版北京.中信出版社，

4.1999

七、大纲编写的依据与说明Marketers mustunderstand theirconsumers behaviorsbefore theydevelopmarketing strategye.g.,segmentation,targeting,positioning,and themarketingmix,They must know whoacquires,consumes anddisposes ofproductsgoods,services,ideas,images,brands andwhere,when,how,andwhy theydo so.Consumer Behavioris thecourse thathelp marketersfigureout theseproblems.And mostof ourstudents willbecome marketersaftergraduation,so weset thiscourse andaccording tothe thingsabout consumersstudentsmustknow,we makethis outline.。