Attention ! Ce cours passionnant sur les comportements de consommation nécessite d’importantes lectures à faire AVANT le début du cours.
Responsable du cours : a.o.P. Andrea HEMETSBERGER
Langage : English
Nb Hours : 15 - ECTS : 2 - Coefficient
Andrea Hemetsberger, Professor of Branding University of Innsbruck School of Management Department of Strategic Management, Marketing and Tourism – Marketing andrea.hemetsberger (at) uibk.ac.at Personal page Professor’s web page
We are all consumers and constantly decide among many market offers. Every day we are confronted with purchasing decisions, which are usually made habitually but sometimes need extensive information search and considerable thinking. How and why do we make those purchase decisions ? What consequences do they have for our lives ? This course is designed to introduce current theories in Consumer Research and to help participants applying these theories for market research and decision-making in the area of marketing and brand management.
By the end of the class, participants shall have understood how and why consumers process information, relate to, construct meaning and create social systems around consumption symbols and branded goods. You will be able to critically reflect on theories and confront it with empirical reality. Actively participating in this class shall result in gaining profound theoretical and empirical knowledge of theories in consumer behavior with a focus on its application for branding.
Philosophy and Format
This course uses the active learning model in which all students are active participants. It is based on the idea of involved, explorative learning in an open class environment. It deploys a mixture of lectures, presentations, debates, group work, discussions, and performances. Every student is requested to do some prior reading before class, reflect on the main takeaways and come up with examples in his/her own domain. Students will present their assignments, ideas, summaries, group works, etc. in an open and supportive atmosphere secure from unfair behaviors.
As learning is understood as a process of joint discovery, our individual knowledge, our experiences, and reflections on the literature help to shape and expand our understanding of the particular subject area.
Assignments and Evaluation
In order to get out most of this consumer behavior course, you are asked to 1) participate in class, 2) develop a group topic assignment, 3) prepare and present an individual reflection of the key takeaways at the end of the course. In detail :
1. Class Participation
Each session requires careful prior reading of the literature and the preparation of group tasks. Class participation builds on these readings and is critical to your own and to your colleagues’ learning progress. In evaluating class participation quality will be emphasized more than the quantity of your contributions. Class participation will be based on self-evaluation, and on the lecturers’ assessments.
Attendance is both expected and considered necessary to adequate completion of the course. I accept absences of up to 1 class. Excuses are neither required, nor appreciated ; I count on your sense of responsibility. Absences of more than 1 class will result in a negative course evaluation.
For class participation I will apply the following grading scheme :
- 0 = no class contribution, or absent
- 1 = active contribution in group, no participation in plenary discussions
- 2 = active participation in plenary discussions
- 3 = active participation with valuable comments and critical reflection
2. Group Assignment
You will be asked to prepare a group report and a group presentation designed to inform our class with practical and theoretical insights that move beyond the readings for in-class discussion. You will choose one out of the assignments listed below, prepare a paper, and develop your own presentation format. These formats may include a multi-media case study presentation, an online working session, an oral presentation, a moderated discussion round, a short video and/or photo presentation, or a role play. Choose your own creative approach !
This group work demands thorough literature review. Your group must turn in a progress report. This report should summarize your plan of attack for the group work and provide a tentative outline. Please send your progress report no later than April 26th to firstname.lastname@example.org
All work must be typed and handed in on the day of the presentation, and presented on the assigned day. Papers should not exceed 15 pages in total, and include a cover page, a table of contents, the body of the paper, and a full list of cited work. Presentations will vary in format and style but should not exceed 20 minutes.
Form 5 groups. The group work will be assigned to you according to your priorities prior to the course. If two or more groups choose the same topic, the supervisor is entitled to assign the topics to groups. Additional readings are added to the syllabus so as to inform your group work.
Group assignment 1 : The perfect sensation
Browse through the respective (Web)sites of the LUSH brand and La Maison du Chocolat. Make a thorough secondary research about the two brands’ sensory-based experiential strategy. Include also the dimensions time and space in your theoretical reflections. Put particular emphasis on the relation among the various sensations that the two brands provide. How do they fit together and how do they combine to an experience that is more than the sum of its parts ? Second, what are the fundamental differences of the two brands’ experiential strategies ?
Group assignment 2 : “I love my [choose your own brand] – a passionate excerpt from your diary
Write a diary about your relationship with your favorite brand. What feelings and emotions does it evoke ? How did this relationship evolve ? How do you proactively sustain this relationship ? What does the brand do for you ? Think about the antecedents and reasons for such a strong emotional bond between objects/brands and consumers. Present your findings of this in-depth introspection.
Group assignment 3 : Nostalgic narratives of parents and grandparents
Parents and grandparents are nostalgic about many things regarding their youth. Ask them about their most valued brand memorabilia and how they are connected certain situations/contexts/ experiences. Apply a narrative approach of interviewing meaning that you should ask them to tell a story around their memorabilia. Analyze why and in what way these memories/stories give meaning to the brands or objects in question.
Group assignment 4 : Selves in Transition’ - An empirical study on identity (trans-)formation
Consultants wear black but some of them occasionally transform into Harley Davidson Riders ; professional women wear business dresses but also sexy lingerie ; sportsmen magically transform into athletes when wearing their Nike shoes. Describe how individuals construct their identity through (self-transformative) experiences with brands. How do brands enable identity construction ? Conduct some qualitative interviews with male and female consumers of different ages to back up your theoretical assumptions.
Group assignment 5 : ‘Public and Private Consumption’ – Communities and Cellars…. ?
Many of our consumption practices are determined by social influences, as for instance peer pressure, communal or tribal forms of consumption, and the need to be a cool, young consumers. However, marketers commonly overlook the many forms of private consumption, which are usually hidden from the public eye. Juxtapose private and public forms of consumption and carve out the difference it makes for consumer decision-making and behavior.
3. Final Individual Reflection
As a final assignment and summary of the course you will be asked to prepare and present an individual reflection of what you have learned. Your presentation shall summarize and discuss the major takeaways from this course and apply your knowledge to a freely chosen brand.
Prepare a paper not more than 4 pages in length. Note that your final reflection should be more than a summary of the course. You need to include a substantial discussion part based on critical reflection. Please elect a course coordinator, who will be responsible to collect all final reflections, and submit all of them as a .zip file by email and no later than May 31st.
Overall Course Evaluation
A positive evaluation of the course requires a positive evaluation of all assignments. A total of 60% is required for the entire course and for every single assignment. Overall grading will be based on the following scheme :
- Group Assignment : 50%
- Class participation : 25%
- Final Reflection : 25%
Literature, Writing, and Referencing
Academic writing and referencing follows particular and strict rules. Please refer to the following Internet page for guides and useful tips for good writing : www.wisc.edu/writing/Handbook/DocGeneral.html. When you draw on the work of others, you must give proper credit.
Failure to do so constitutes plagiarism.
You will find the assigned literature in the course pack. Additionally, you are encouraged to visit the library on a regular basis. The library provides a wide range of Journals of which many are relevant for this course, and deserve your attention. The following Journals are worth browsing for interesting articles : Harvard Business Review and Sloan Management Review for managerial articles and practical examples. The Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, the Journal of Consumer Psychology, and the Journal of Business Research, for instance, provide top tier sources for your literature reviews. Other sources that include relevant articles are also welcome. Please make an inquiry into electronic journal databases, such as Business Source Premier, JSTOR, www.sciencedirect.com, or similar online search facilities.
Schedule and Topics
Perception and activation the senses, biometric measures, experiments and observations
Group preparation 1:The perfect sensation – LUSH or La Maison du Chocolat ?
8:30 – 11:45AM
Learning and memorynostalgia and retro branding ;cognitive measures
Group preparation 2:Nostalgic narratives of parents and grandparents and its cognitive groundings
13:45 – 17:00PM
Motivation, values & involvementConsumer desire and passion
Group preparation 3 :“I love my [choose your own brand]” – a passionate excerpt from your diary and study into consumer passion-
13:45 – 17:00PM
Self, identity & life stories attitudes ; consumer identity, personality, self-concepts, and its limits
Group preparation 4 :“Selves in transition” An empirical study on identity (trans-)formation through brands
8:30 – 11:45AM
Consumption – public and private Referents, Influentials & being Cool versus private consumption and brands
Group assignment 5 : “Public and private consumption– Communities and Cellars….” A juxtaposition of two distinct forms of consumption
As a textbook we will use
Solomon, Michael, Bamossy, Gary, Askegaard, Søren and Margaret K. Hogg (2006), Consumer Behaviour – A European Perspective, 3rd ed.,or 4th ed. (2009), equivalent chapters, Prentice Hall,
which I encourage you to buy for this course as well as for future reference.
Read chapter 2 of the textbook
Read chapter 3 of the textbook
Read chapter 4 of the textbook
Read chapters 5 and 7 of the textbook
Read chapters 8 and 10 of the textbook
SUGGESTED READINGS FOR GROUP WORK
Group work demands additional in-depth literature review of relevant sources, primarily top-tier journal articles.
- Gröppel-Klein, Andrea, Domke, Anja and Benedikt Bartmann (2006), “Pretty Woman or Erin Brockovich ? Unconscious and Conscious Reactions to Commercials and Movies Shaped by Fairy Tale Archetypes–Results from Two Experimental Studies,” Advances in Consumer Research, 33, 163-174.
- Lindstrom, Martin (2005), “Broad Sensory Branding,” Journal of Product & Brand Management, 14 (2), 84-87.
- Braun-LaTour, Kathryn A., LaTour, Michael S. and George M. Zinkhan (2007), „Using Childhood Memories to Gain Insight into Brand Meaning,” Journal of Marketing, 71 (April), 45-60.
- Brown, Stephen, Sherry Jr., John F. and Robert V. Kozinets (2003), “Teaching Old Brands New Tricks : Retro Branding and the Revival of Brand Meaning,” Journal of Marketing, 67 (3), 19-33.
- Zaichkowsky, Judith L. (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, 12 (December), 341-352.
- Noël, Albert, Dwight, Merunka and Pierre Valette-Florence (2008), “When Consumers Love their Brands : Exploring the concept and its dimensions,” Journal of Business Research, 61, 1062–1075.
- Hemetsberger, Andrea, Hoppe, Melanie, Matzler, Kurt, Mühlbacher, Caroline and Elisabeth Pichler, “Sensing and Experiencing the Transformative Power of Brands – An Investigation into Passionate Consumption of Lingerie”, Proceedings of the Annual Conference of the European Marketing Academy, 2010.
- Alexander Chernev, Alexander, Hamilton, Ryan and David Gal (2011), “Competing for Consumer Identity : Limits to Self-Expression and the Perils of Lifestyle Branding, Journal of Marketing, 75 (May), 66 –82.
- Coupland, Jennifer Ch. (2005), “Invisible Brands : An Ethnography of Households and the Brands in Their Kitchen Pantries,” Journal of Consumer Research, 32 (June), 106-118.
- Nancarrow, Clive, Nancarrow, Pamela and Julie Page (2001), “An Analysis of the Concept of Cool and its Marketing Implications,” Journal of Consumer Behaviour, 1 (4), 311–322.
(Master Marketing Paris Dauphine- 2012)