1. Consumer Behavior
MKTG 3113
Summer 2016

2. The class has a website where
everything is kept:

3. Some Issues:

4. Most of you are interested in grades…
Some Issues:
Grades
Most of you are interested in grades…
generally, I’m not!

5. Grades may or may not measure what a student knows!

6. Grades may not measure what a student actually knows,
and even less of what a student understands!
In this class, we are interested in what you understand.
We have almost no interest in your ability to memorize.

7. The research has shown that:
1. Students who miss classes get lower grades.

8. The research has shown that:
2. Students who text in class get lower grades.

9. The research has shown that:
3. Students who take notes on laptops get lower grades.

10. It is possible to get an F
even if you complete every
assignment, and test.

11. Some students seem very surprised by this,
but statistics show that about 1 in 6 people
in this class will get an F.

12. CB is a lecture class…

13. It is important to keep up, CB is essentially 6 theories per day!

14. And the ideas build on each other and
on previous ideas.

15. So, we are not going to hold hands and sit on the lawn.

16. Or get in touch with our inner beauty.

17. It is important, however, to ask questions and make comments in class.
If you don’t know something… ask. Don’t assume that
you will just memorize it later.

18. Welcome to
So… let’s start!

19. Some background information

20. The study of consumer behavior is really
interesting!

21. For example, when you finish, you
should be able to de-construct an ad.

22. Logic and Research

23. Logic and Research In consumer behavior we will be discussing some
issues which are very sensitive to some people, but businesses
must know what is actually there to be successful.

24. And this makes some people very nervous…
We will be talking about differences in:
Gender
Race
Appearance
Social Class
Intelligence
Yes… there really are differences on these factors,
and the differences are important!
And this makes some people very nervous…

25. For you,
many of these ideas will be neutral…
but
some of them will be opposed to what you believe or
what people want you to believe.

26. Because a teacher talks about race, does NOT
make the teacher a racist.
Because an instructor talks about gender, does NOT
make the instructor a sexist.
Because a teacher talks about a theory, does NOT
mean that the teacher believes the theory.

27. “An educated person can hold two contradictive ideas in
their mind at the same time and not necessarily believe
either one.”
“If you allow people to think that they are thinking, they will love you.”
“If you actually make them think, they will hate you.”

28. So it becomes important to know the differences between:

29. So it becomes important to know the differences between:
Opinions

30. So it becomes important to know the differences between:
Opinions
Hypotheses

31. Opinions Hypotheses Statistics
So it becomes important to know the differences between:
Opinions
Hypotheses
Statistics

32. Opinions Hypotheses Statistics Research findings
So it becomes important to know the differences between:
Opinions
Hypotheses
Statistics
Research findings

33. Opinions Hypotheses Statistics Research findings Facts
So it becomes important to know the differences between:
Opinions
Hypotheses
Statistics
Research findings
Facts

34. Logic and Research
Opinion = Belief, or
= Guess

35. Logic and Research Are all opinions equal? Opinion = Belief, or
= Guess
Are all opinions equal?

36. Yes! In that everyone can have them.

37. No! In that every opinion has to be based on
something.

38. Opinions about my car needing repair are not equal.

39. Some person’s opinion about the stock market are more
valuable than others!!

40. Logic and Research Opinion = Belief = Guess
Hypothesis = Opinion that can be tested

41. Logic and Research Opinion = Belief = Guess
Hypothesis = Opinion that can be tested
Statistic = Characteristic of a sample

42. Statistic: Education majors have the lowest average
standardized scores (ACT, Iowa Basic, etc.) of
any majors on campus.

43. What is wrong with this logic?
Statistic: Education majors have the lowest average
standardized scores (ACT, Iowa Basic, etc.) of
any majors on campus.
An education major says,
“That can’t be true.
Both my friend and I
had the highest ACT scores in my high school and
we are both education majors.
I am highly offended by your slur.”
What is wrong with this logic?

44. a group. A statistic is a characteristic of
It tells you nothing about an individual
except for a probability.

45. On average, men are about a half foot taller than women.

46. If Pat was 5’5, would you bet that Pat was woman or a man?
If Pat was 5’10, would you bet that Pat was man or a woman?

47. This would be a good bet even if many men are not tall.

48. Logic and Research Opinion = Belief = Guess
Hypothesis = Opinion that can be tested
Statistic = Characteristic of a sample
Research findings = Results of controlled
research procedures

49. Logic and Research Opinion = Belief = Guess
Hypothesis = Opinion that can be tested
Statistic = Characteristic of a sample
Research findings = Results of controlled
research procedures
Fact = Reality

50. Poverty rate of children:

51. Having a child without a husband is a one-way
ticket to poverty!
What is this statement?
Is it hate speech?
Is it an opinion?
Is it a statistic?
Is it a fact?

52. Having a child without a husband is a one-way ticket to poverty!
This is based on statistics!
If you can find successful
people that counter this statement,
are the statistics then incorrect?

53. Poverty rate of children:
Married parents 9%
Divorced mother 32%
Never married mother 54%

54. Poverty rate of children: Married parents 9% Divorced mother 32%
Never married mother 54%
At 2X poverty rate…
Never married mother 80%
What are these statements?

55. Even if a woman has a job, married women make more:
Median income of working women:
Married $41,100
Divorced $37,400
Never married $30,200

56. Families median income with children….
Married $85,100
Female headed $30,200

57. Having a child without a husband is a one-way
ticket to poverty!

58. Which child is living in poverty?

59. If you had to wager, what would you want to know?

60. Scientific Method
Observation
Hypothesis
Test

61. Scientific Method Observation Hypothesis Test 1. Observation

62. Scientific Method Observation Hypothesis Test 1. Observation

63. Global Warming

64. Sometimes even research can be
contradictive.

66. 1,122 Record Cold Temps in the U.S. in one week
July in the USA ends on a frigid note as record cold outpaces warmth nearly 10 to 1
71% Of The US Below Normal Temperature in 2013
South America in massive deep freeze
July 30, 2013

67. California Rainfall Nearly Back To Normal In 2014
California in worst draught in a thousand years
Kerry: Climate Change ‘Enormous Cloud Hanging Over All of Us’
Dem Sen. Coons Claims Americans Prefer a Carbon Tax to the Keystone Pipeline
‘Rules For Climate Radicals’: ‘Any cold location is weather. Any warm location is climate’
Jan. 11, 2015

68. Holiday Blizzard Traps Antarctic Research Ship

70. Co2
Temp
Sun Spot
Number