1. COURSE OBJECTIVES: The purpose of this course is to provide graduate-level coverage of the major research work carried out in the field of consumer behavior. For each topic, several classic or landmark studies will be discussed to determine the main ideas and research issues. COURSE REQUIREMENTS: This course will be conducted as a research seminar, which means that the students will be expected to take an active role in class sessions. Each student need to read articles assigned for each week and prepare to discuss the major ideas, contributions or shortcomings of each article. In addition, each student is required to write a research proposal including introduction and literature review (no late paper will be accepted). Your grade will be based on your participation in class discussion, proposal presentation and the proposal. Class participation is a 20% of students’ grade. Class participation consists of: (1) attendance (2) preparation (3) contribution to discussion. Course Requirement Breakdown Class Participation30% Proposal Presentation10% Proposal Write-up60% 100% CONSUMER BEHAVIOR 2007 Fall Semester PhD SYLLABUS

2. 週日期 TopicChapter 1 9/20 Article 1 2 9/27 Article 2 3 10/04 Article 3 4 10/11 Article 4 7 11/01 Proposal Paper 1 Student Lead 8 11/08 Proposal Paper 2 Student Lead 9 11/15 Proposal Paper 3 Student Lead 10 11/22 Proposal Paper 4 Student Lead 11 11/29 Proposal Paper 5 (Literature first half due) Student Lead 12 12/06 Proposal Paper 6 Student Lead 5 10/18 Article 5 6 10/25 Article 6 1312/13Article 7 1412/20Article 8 1512/27Presentation 1601/03Presentation 1701/10Presentation (Chapter 2 & 3 due) CONSUMER BEHAVIOR 2007 Fall Semester PhD SYLLABUS

3. Article 1: –Sujan, M., 1985, Consumer knowledge: Effects on evaluation strategies Mediating consumer judgments, Journal of Consumer Research, Vol. 12, June, 31-46. Article 2: –Haubl, G. and V. Trift 2000, Consumer Decision Making in Online shopping environments: The effects of interactive decision aids, Marketing Science, Vol. 19, No.1, 4-21. Article 3: –Coupey, E., 1994, Restructuring: Constructive Processing of information displays in consumer choice, Journal of Consumer Research, Vol. 21. (June), 83-99. Article4 : –Szymanski, D. and D. Henard 2001, Customer Satisfaction: A meta-analysis of the empirical evidence, Journal of Academy of Marketing Science, Vol. 29, No. 1 16-35. Article 5: –Bettman, J, M. Luce, and J, Payne 1998, Constructive Consumer Choice Processes, Journal of Consumer Research, Vol. 25, 187-217. Article 6: –Alba, J. and J. W. Hutchinson 1987, Dimension of Consumer Expertise, Journal of Consumer Research, Vol. 13, 411- Article 7: –Cohan & Areni 1991, Affect and Consumer Behavior (Chapter 6) in Handbook of Consumer Behavior edited by Robertson T. and H. Kassarjian, Englewood Cliffs, NJ: Prentice-Hall Article 8: –Petty, Unnarva, and Strathman 1991, Theories of Attitude Change (Chapter 7) in Handbook of Consumer Behavior edited by Robertson T. and H. Kassarjian, Englewood Cliffs, NJ: Prentice-Hall CONSUMER BEHAVIOR 2007 Fall Semester PhD SYLLABUS