|Verantwortlicher Dozent||Prof. Wayne D. Hoyer|
|Prüfungsform und -umfang||Präsentation (25%), Aktive Teilnahme (25%), Research Proposal (50%)|
Lecturer Prof. Wayne D. Hoyer First Session 7.5.2018 Day Date Time Room Monday 7.5.2018 9 a.m-12 a.m. Roche Forum, L5, 1 (ground floor) Wednesday 9.5.2018 9 a.m-12 a.m. Roche Forum, L5, 1 (ground floor) Friday 11.5.2018 3 p.m.-6 p.m. Roche Forum, L5, 1 (ground floor) Monday 14.5.2018 3 p.m.-6 p.m. Roche Forum, L5, 1 (ground floor) Wednesday 16.6.2018 4 p.m.-7 p.m. Roche Forum, L5, 1 (ground floor) Friday 18.6.2018 3 p.m.-6 p.m. Roche Forum, L5, 1 (ground floor)
This course takes an “information processing” perspective to examine Consumer Behavior. The key focus will be to examine how consumers process marketing stimuli and make decisions. This includes topics such as motivation and involvement, attention and comprehension, memory, attitudes and attitude change, and decision making models. In each session, the Professor will provide a brief overview of the topic. Then, both classic and current papers on these topics will be discussed. Students will be expected to read assigned articles prior to class and be prepared to discuss them.
When reading the provided articles (Students will get the articles by E-Mail after the registration for the course is finished), you should think about and be prepared to discuss the following. It is important to identify both the strengths and weaknesses of the paper (i.e., this is not an exercise meant to just attack papers; rather, much can be learned by identifying what is good about a paper as well).
- Do the authors motivate the topic adequately (i.e., why is it interesting and important)? What are the research gaps?
- What are the theoretical foundations for hypotheses or arguments made? Is there strong support for the authors’ arguments?
- Is there logic, internal consistency, and a strong linkage between theory and hypotheses or arguments?
- Are the hypotheses interesting and testable or falsifiable (i.e., ability of design to eliminate alternative hypotheses or competing theoretical explanations)?
- What is the originality of the contribution to the extant body of knowledge in discipline (i.e., what do we learn that is new?)?
- Are the research methods employed to test hypotheses and measure key constructs strong in terms of internal and external validity?
- Are the data analyzed and reported accurately?
- What are the key implications of the findings for understanding consumer behavior and marketing?
Each student is expected to write a research proposal within one of the major topic areas. The paper should be more than merely a literature review. It should develop an area in which research is needed and then proceed to develop a specific research topic including hypotheses, a proposed methodology, and an analysis plan. The paper should be a maximum of 20 double-spaced pages in length (including all exhibits and references) and has to be prepared by the end of the semester.