• Babin & Harris Text: Ch. 1 What is CB, and Why Should I Care?
• Babin & Harris Text: Ch. 2 Value and the Consumer Behavior Value Framework
• Online Lesson 1
• Article: "A Brief Introduction to the World of Marketing" by James R. Ogden and Denise T. Ogden (located in the Lesson 1 Activities folder, which can be accessed by clicking on the Activities link in the left menu, then clicking on the Lesson 1 Activities folder)

1. Lesson 1 Discussion - Introduce yourself and include something about your consumer behavior that is unique. Also, list 2 desired outcomes from the course. Post your response and reply to at least two other posts in the discussion forum, which is located in the Lesson 1 Activities folder (click on the Activities link from the left menu) (I, U)
2. Assignment: Complete the assignment on Perceptual Mapping (I, G)

• Babin & Harris Text: Ch. 3 Consumer Learning Starts Here: Perception
• Online Lesson 2
• Article:  "A Shift in the Meaning of Luxury by Bruce Horovitz" (USA Today, July 11, 2010). http://www.usatoday.com/money/industries/retail/2010-07-11-luxury-buying_N.htm?csp=hf#

1. Complete the Perception assignment. Submit your assignment in the lesson drop box (I, G)
2. Lesson 2 Discussion - How might the "Just Noticeable Difference" apply to the following situations?

• Radio advertising
• Price promotion
• Internet promotion
• Quality control
• International marketing

Post your response and reply to at least two other posts in the discussion forum, which is located in the Lesson 2 Activities folder (click on the Activities link from the left menu) (I, G)

• Babin & Harris Text: Ch. 4 Comprehension, Memory, and Cognitive Learning
• Online Lesson 3
• Article: "Building Customer-Based Brand Equity" by Kevin Lane Keller (E-Reserves)*

*To access the library e-reserves, please choose the Student Resources link from the left menu, and then under Penn State Library Tools, click on the Library Reserves link.

1. Complete the Schema assignment. Submit your assignment in the lesson drop box (I, G)
2. Lesson 3 Discussion - Prepare a 2-paragraph position statement that describes your agreement or disagreement with the following statement: "All product safety labels should be presented in multiple languages (at least the three most common languages in the area) and without the use of colors."
3. Complete all Lesson 4 readings and assignments this week, as well (details below)

Post your response and reply to at least two other posts in the discussion forum, which is located in the Lesson 3 Activities folder (click on the Activities link from the left menu) (I, G)

• Babin & Harris Text: Ch. 5 Motivations and Emotion: Driving Consumer Behavior
• Online Lesson 4
• Article:  “Power Lunch with a Side of Homilies” by Deborah Schoeneman, July 20, 2011, New York Times found at: http://www.nytimes.com/2011/07/21/fashion/a-los-angeles-power-lunch-mixes-veganism-with-homilies.html?seid=auto&smid=tw-nytimes&pagewanted=all

1. Collaborate Orientation. You will be using Collaborate for the final group presentations and may also use this tool for team meetings.
2. Complete the observational study lesson assignment. Submit your assignment in the lesson drop box (I, G)

• Babin & Harris Text: Ch. 6 Personality, Lifestyles, and the Self-Concept
• Online Lesson 5

1. Lesson 5 Discussion - In what situations do you think the materialism trait emerges most visibly? What types of products are bought by materialistic people? Think of some examples of specific brands or products from various product categories that might be purchased by materialistic people.

Post your response and reply to at least two other posts in the discussion forum, which is located in the Lesson 5 Activities folder (click on the Activities link from the left menu) (I, G)

2. Shopping Values assignment -You will be assigned a partner.  You and your partner will contact each other via telephone or Skype.  You must speak to each other and not use e-mail or other form of non-verbal communication.  Read the assignment.  Working together, answer the questions at the end of the scenario.  Be sure to apply concepts from the lesson to your answers.  Submit your paper in the lesson drop box (one paper per team) (T, G).
    
3. Test I:  Lessons 1-5

• Babin & Harris Text: Ch. 7 Attitudes and Attitude Change
• Online Lesson 6
• Article:  Dewan, N. (2011, Jan 16). 'Buy & tell' gets a fillip in the online world [internet]. The Economic Times (Online), pp. n/a. (E-Reserves)

*To access the library e-reserves, please choose the Student Resources link from the left menu, and then under Penn State Library Tools, click on the Library Reserves link.

1. Complete the ad analysis lesson assignment.  Submit your assignment in the lesson drop box (I, G)
2. Discussion:  In what ways do you think the Elaboration Likelihood Model applies to a recent ad that you have seen? If you are highly involved with a particular product, do you care about the expertise of who is delivering a message? Would you have the same attitude if you are not involved with the product? What elements of the message are most persuasive then?

Post your response and reply to at least two other posts in the discussion forum, which is located in the Lesson 6 Activities folder (click on the Activities link from the left menu) (I, G)

• Babin & Harris Text: Ch. 9 Consumer Culture
• Babin & Harris Text: Ch. 10 Microcultures
• Online Lesson 7
• Article: Three Dimensional – “The markets of Japan, Korea and China are far from homogenous” (2006) by Kotabe, M. and Jiang, C. (E-Reserves)*

*To access the library e-reserves, please choose the Student Resources link from the left menu, and then under Penn State Library Tools, click on the Library Reserves link.

1. Complete the cultural ad design lesson assignment.  Submit your assignment in the lesson dropbox (I, G)

• Babin & Harris Text: Ch. 8 Group and Interpersonal Influence
• Online Lesson 8

1. Lesson 8 Discussion - Apply the concepts of informational, utilitarian, and value-expressive influence of reference groups to the following settings:
    
2. Complete the article analysis assignment located in the Lesson 8 folder. Submit the assignment in the assignment drop box. (I, G)

• Babin & Harris Text: 11 Consumers in Situations
• Online Lesson 9

1. Lesson 9 Discussion - What exactly are situational effects on consumer behavior? Provide at least three examples of ways in which situational effects influence your own consumer behavior. Provide at least one example of how situations influence brand preference, one example of how situations stimulate purchases, and one example of how situations cause you to pay more than you might otherwise pay.

Post your response and reply to at least two other posts in the discussion forum, which is located in the Lesson 9 Activities folder (click on the Activities link from the left menu) (I, G)

2. Complete the Internet retailing assignment located in the Lesson 9 folder. Submit the assignment in the assignment drop box (I, G)

• Babin & Harris Text: Ch. 12 Decision Making I: Need Recognition and Search
• Hammond, J.S.; Keeney, R. L. and Raiffa, H. Harvard Business Review, Sep-Oct;76(5):47-8, 50, 52.
• Online Lesson 10

1. You and your partner will contact each other via telephone or Skype.  You must speak to each other and not use e-mail or other form of non-verbal communication.  Read the article: The hidden traps in decision making (1998). Hammond, J.S.; Keeney, R. L. and Raiffa, H. Harvard Business Review, Sep-Oct;76(5):47-8, 50, 52 (article located in lesson folder).Working together, answer the assignment questions.  Be sure to apply concepts from the lesson to your answers.  Submit your paper in the lesson drop box (one paper per team.) (T, G)
2. Test 2 (Lessons 6-10). (I, G)

• Babin & Harris Text: Ch. 13 Decision Making II: Alternative Evaluation and Choice
• Online Lesson 11

1.  Work on your team paper

• Babin & Harris Text: Ch. 14 Consumption to Satisfaction
• Online Lesson 12
• Article: The New Loyalty Game: Two Strikes and You’re Out, by Chip Bell (E-Reserves)*

*To access the library e-reserves, please choose the Student Resources link from the left menu, and then under Penn State Library Tools, click on the Library Reserves link.

1. Lesson 12 Discussion - Interview 3 people you know and ask them what meanings they attach to various products they own. For example, what do their sneakers say about them? What meaning do they ascribe to their choice of automobile? What about their favorite possessions? What meaning(s) do they ascribe to these? Did any themes emerge?  Apply concepts from the class to this exercise.

Post your response and reply to at least two other posts in the discussion forum, which is located in the Lesson 12 Activities folder (click on the Activities link from the left menu) (I, G)

• Babin & Harris Text: Ch. 15 Consumer Relationships
• Online Lesson 13
• Article:  Stefan, M, Bowen, D and Johnston, R. (2008). “Making the Most of Customer Complaints”, Sept. 22,  The Wall Street Journal.(E-Reserves)*

*To access the library e-reserves, please choose the Student Resources link from the left menu, and then under Penn State Library Tools, click on the Library Reserves link.

1. Work on your paper.

• Babin & Harris Text: Ch. 16 Consumer and Marketing Misbehavior
• Online Lesson 14

1. Lesson 14 Discussion:  In what ways have you experienced a consumer misbehaving that disrupted your personal exchange process? How did this make you feel? How did employees deal with the consumer? Ask 2 friends about ways that they’ve been affected by consumer misbehavior. Share their examples.   How are your experiences similar? Different?

Post your response and reply to at least two other posts in the discussion forum, which is located in the Lesson 14 Activities folder (click on the Activities link from the left menu) (I, G)

2. Work on your team paper (due December 13).
3. Test 3 (Lessons 11-14) (I, G).

• None

1. Prepare and deliver your final presentation to be delivered via Collaborate (T, G). Make sure to record this so that the instructor can grade it and other students can view it.
2. Discussion - Watch at least one other presentation and respond to the presentation via the discussion forum (graded).  Your response should critique the presentation (What did the team do well?  Where could they improve?  Do you agree/disagree?).  I’m looking for a thorough analysis. (I, G)
3. Submit your Final Paper 

Your presentation is due no later than 11:55 PM on Friday. Your final paper is due by 11:55 PM on Monday.