Kahneman, Daniel (2011), Farrar, Straus and Giroux. Thinking Fast and Slow, Lindstrom, Martin (2005), Brand Sense: Sensory Secrets Behind the Stuff We Buy, Free Press. Lindstrom, Martin (2010), Buyology: Truth and Lies about Why We Buy, Broadway Books. Miller, Geoffrey (2009), Viking. Spent: Sex, Evolution, and Consumer Behavior, Schwartz, Barry (2004), Harper The Paradox of Choice: Why More is Less, Collins. Thaler, Richard H. and Cass Sunstein (2009), Nudge: Improving Decisions about Penguin. Health, Wealth, and Happiness, Underhill, Paco (2004), Simon and Call of the Mall: The Geography of Shopping, Shuster. Underhill, Paco (2009), Why We Buy: The Science of Shopping: Updated and Simon & Schuster. Revised for the Internet, the Global Consumer, and Beyond, Zaltman, Gerald (2003), How Consumers Think: Essential Insights into the Mind Harvard Business School Press. of the Market, 2017 Updated COURSE CALENDAR* *Calendar is subject to change at the instructor’s discretion. All changes will be discussed in advance of the day affected. Assignment/Reading Day Date Topic Due Course Introduction and R 5/11 Overview: What is Chapter 1 Consumer Behavior? The Study of Consumer T 5/16 Chapter 1 Appendix Behavior SECTION ONE: CONSUMERS AND THE PSYCHOLOGICAL CORE Motivation, Ability, and R 5/18 Chapter 2 Opportunity (MAO) Motivation, Ability, and T 5/23 Opportunity (MAO) Finish Chapter 2 (continued) Exposure through Comprehension R 5/25 Chapter 3 *Individual Attention Assignment explained in class. Exposure through Chapter 3 Comprehension T 5/30 (continued) Individual Attention In-class Group Assignment Due Assignment on
Kahneman, Daniel (2011), Thinking Fast and Slow, Farrar, Straus and Giroux. Lindstrom, Martin (2005), Brand Sense: Sensory Secrets Behind the Stuff We Buy, Free Press. Lindstrom, Martin (2010), Buyology: Truth and Lies about Why We Buy, Broadway Books. Miller, Geoffrey (2009), Spent: Sex, Evolution, and Consumer Behavior, Viking. Schwartz, Barry (2004), The Paradox of Choice: Why More is Less, Harper Collins. Thaler, Richard H. and Cass Sunstein (2009), Nudge: Improving Decisions about Health, Wealth, and Happiness, Penguin. Underhill, Paco (2004), Call of the Mall: The Geography of Shopping, Simon and Shuster. Underhill, Paco (2009), Why We Buy: The Science of Shopping: Updated and Revised for the Internet, the Global Consumer, and Beyond, Simon & Schuster. Zaltman, Gerald (2003), How Consumers Think: Essential Insights into the Mind of the Market, Harvard Business School Press. 2017 Updated COURSE CALENDAR* *Calendar is subject to change at the instructor’s discretion. All changes will be discussed in advance of the day affected. Day Date Topic Assignment/Reading Due R 5/11 Course Introduction and Overview: What is Consumer Behavior? Chapter 1 T 5/16 The Study of Consumer Behavior Chapter 1 Appendix SECTION ONE: CONSUMERS AND THE PSYCHOLOGICAL CORE R 5/18 Motivation, Ability, and Opportunity (MAO) Chapter 2 T 5/23 Motivation, Ability, and Opportunity (MAO) (continued) Finish Chapter 2 R 5/25 Exposure through Comprehension *Individual Attention Assignment explained in class. Chapter 3 T 5/30 Exposure through Comprehension (continued) In-class Group Assignment on Chapter 3 Individual Attention Assignment Due
cb_syllabus_summer_2017_costello_-_ml_4201_-_355pm_section_5.3.17.docx