1 Consumer Behaviors Shyhnan Liou ICID, 2014/02/21

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3 What issues do you think should be addressed in studying consumer behaviors?

Introduction This course introduces a wide range of behavioral concepts and social process, and explores the strategic implications of customer behavior for marketers and the user experiences for designer in the context of creative industries. With introducing research methods and theories to better understand consumer behavior, the course challenges students in advance to explore the realities and implications of buyer behavior in traditional and e-commerce markets, especially focus on creative industries. Key to the course is demonstrating how an understanding of consuming behaviors can help to improve strategic marketing and design. 4

5 Introduction 1.The evaluation of evidence relevant to consumer behavior (e.g., how to read journal articles, evaluate statistics, and judge marketing research data), 2.Understanding and applying existing theory and data relevant to consumer behavior (from psychology, economics, and other social sciences), 3.The gathering of data using the most important consumer behavior research techniques (living lab, cultural study, surveys, and experiments).

6 Main topics Psychology of choice Science of wellbeing and happiness UX/ CX centric design/ marketing Aesthetic value, fashion and styles Social media and online consumer behavior Advertisement and social marketing

7 weekTopicActivities 1 IntroductionWhat issues should be addressed in CB 2 1. Psychology of choiceTeam building 3 2. Science of wellbeing and happinessTeam choose topic of readings 4 3. UX and CX, co-creation & crowdsourcing Representative cases 5 4. Aesthetic value, fashion and styles 6 5. Social media and online consumer behaviorAdvertisement, social communication, and movies 7 Spring break 8 Project proposal 1Team project proposal presentation (Topics) 9 Project proposal 2Team project proposal presentation (Methods) 10 (ir)rational choiceGroup reading 1 11 Consumer/ User centric design and living labs research Group reading 2 12 Aesthetic value and cultureGroup reading 3 13 Culture & GNHGroup reading 4 14 Online buying behaviors and social marketingGroup reading 5 15 Project presentation 1 16 Project presentation 2 17 Conclusive discussionGeneral discussion of projects Schedule

8 Process of choice What and how we choose, and why suffer… Paradox of choice: …. (20.23) Sociologists

9 Process of choice How “exactly” we make decision “to buy” We're All Predictably Irrational - Dan Ariely (19.55)We're All Predictably Irrational - Dan Ariely (19.55) Economists

10 Culture influence and science of happiness Psychologist Explorations of the Mind: Well-Being Science of happiness ( The art of choosing (27.18 ) Cultural Influences of Consumer Behavior

11 Aesthetic Value, Style, and Fashion Don Norman: The three ways that good design makes you happy

12 UX & User centric design: Design thinking Y (16.47) Y

13 Social Media & Online Consumer Behavior Groundswell: Winning in a World Transformed by Social Technologies Charlene Li and Josh Bernoff Harvard Business Press A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. ure=related (10) ure=related Behavior&id= http://ezinearticles.com/?Online-Consumer- Behavior&id=

14 Course Process Group project 1.3 members form a team 2.choose team subject from the central topics 3.Midterm present: proposal 4.Final present: project 5.Evaluation: 40 % Readings discussion 1. Each group champion one subject from the issues and group project 2. Lead reading discussion Collect three questions from each individual one week earlier and summary them to form a agenda. Leader group introduce main issues. Lead discussion based on summarized agenda. 3. evaluation: 30 % + 30%