An understanding of the needs and behaviours of consumers is an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process, internal and external influences on consumer behaviour.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify the major influences in consumer behaviour
2. Distinguish between different consumer behaviour influences and their relationships
3. Establish the relevance of consumer behaviour theories and concepts to marketing decisions
4. Implement appropriate combinations of theories and concepts
5. Recognise social and ethical implications of marketing actions on consumer behaviour
6. Use most appropriate techniques to apply market solutions

Research-Led Teaching

This course aims at giving students the thrill of discovery by offering a balance of theoretical background and practical exposure. To that end, the approach in this course is to incorporate marketing-related examples, trends and developments that derive from academic research but with a focus on the latest in knowledge and practice.

Field Trips

There are no field trips.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

See Wattle.

Required Resources

Consumer Behaviour

• Author: Quester et al.
• Publisher: McGraw Hill
• Edition: 7th
• Availability: Co-op bookstore

Options:

• New
• Elective Pack: $177.95 (gives you access to McGrawHill online student support) - Not recommended as all necessary materials will be made available through Wattle
• Standalone: $167.95 (book alone)
• eBook version: $54.95 (https://www.mheducation.com.au/9781760421410-aus-ebook-consumer-behaviour)
• Old
• Used: This edition has been in use for a number of years so second-hand copies maybe available. Use older editions at your own risk.
• Library: Copies will be made available through closed reserve in the library

Recommended Resources

Consultation Times Arrangements: Book a time here (may require setting up login). This makes consultations more efficient and reduces the need for queuing.

See Additional Resources section on Wattle.

Staff Feedback

Students will be given feedback in the following forms in this course:

• written comments
• verbal comments
• feedback to whole class, groups, individuals, focus group etc

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Introduction Introduction to subject and assessment Introduction to theory Value	Reading Ch 1, 2 Activity and Theory Building Preparation: List up to 10 things you would take if your house was burning down Activity: Burning house Theory: Value
2	Decision Making 1 Consumption and Decision Making Framing Choice	Reading Ch 3, 4, 5 Market Consultancy Report Group Formation Activity and Theory Building Preparation: Complete online survey Activity: Choosing lunch Theory: Choice
3	Decision Making 2 Involvement Dissonance v Dissatisfaction Loyalty / Commitment	Reading Ch 6, 7 Activity and Theory Building Preparation: Find a media/social media/song example of someone expressing their love of a brand Activity: Brand love Theory: Consumer Commitment
4	Individual Influence 1: Perception Perceptual processes Hedonic consumption The senses	Reading Ch 8 Activity and Theory Building Activity: Lego rules Theory: Framing Quiz 1: Topics week 1 - 3
5	Individual Influence 2: Learning and Memory Learning types Testing memory Increasing memory	Reading Ch 9 Activity and Theory Building Preparation: Complete online survey Activity: Branded! Theory: Memory
6	Individual Influence 3: Personality and Self-Concept Philosophy of the self Personality theory Self-concept theory	Reading Ch 10 Activity and Theory Building Preparation: Make or find 4 social media selfie posts (inc. picture and text) Activity: Me, myselfie and I Theory: Self-concept
7	Public Holiday: Classes may be moved depending on timetabling Individual Influence 4: Attitudes Tri-component model of attitude Models of behaviour change Attribution theory	Reading Ch 11 Activity and Theory Building Preparation: Find an ad that is attempting to stop a behaviour Activity: Make me stop Theory: Theory of Planned Behaviour
8	External Influence 1: Social Influence Group theory Reference group influence Power and social influence (diffusion)	Reading Ch 14 Activity and Theory Building Preparation: Find an ad that uses a celebrity endorser Activity: Celebrified Theory: Reference group influence Quiz 2: Topics weeks 4 - 7
9	External Influence 2: Family Role theory Consumer socialisation Family decision making	Reading Ch 13 Activity and Theory Building Preparation: Find an ad that targets children Activity: Boyish / Girlish Theory: Consumer socialisation
10	External Influence 3: Social Class Social class theory Social Status Taste	Reading Ch 15, 12 Activity and Theory Building Preparation: Find a media object (e.g. TV show, movie, celebrity, magazine, etc) that you think is trashy (low cultural capital). Activity: Trash talk Theory: Taste
11	External Influence 4: Culture Cultural perspectives Aspects of culture Communication	Reading Ch 16 Activity and Theory Building Preparation: Find an ad from another culture that you don't think would be appropriate for the Australian culture Activity: Are you talking to me? Theory: Aspects of culture / Communication
12	External Influences 5: Sub- and Cross Cultural Influences Cross-cultural interpretation Sub-cultural boundaries Subject wrap-up	Reading Ch 16 Activity and Theory Building Preparation: Find an ad targeting an Australian sub-culture Activity: People like us Theory: Sub-cultural boundaries Quiz 3: Topics week 8 - 12 Market Consultancy Report: Friday @ 4pm

Tutorial Registration

Via Wattle

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Quiz 30%	30 %	18/03/2019	31/05/2019	1,2
Activity and Theory Building 15%	15 %	25/02/2019	05/06/2019	3,4,5
Market Consultancy Report 25%	25 %	31/05/2019	14/06/2019	3,4,6
Final Exam 30%	30 %	06/06/2019	04/07/2019	1,2,3,4,5,6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information 
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Participation is expected in all classes and assessment.

Examination(s)

Learning Objectives: 1, 2, 3, 4, 5, 6

Due: Final Exam Period

Return of Assessment: After release of final grades

Content and Structure: Reviewed in Week 12 lecture

The ANU Examinations Office will communicate all examination information directly to students. Specific details of the exam date will be available closer to the commencement of the examination period at https://exams.anu.edu.au/timetable/  

Assessment Task 1

Quiz 30%

Learning Objectives: 1, 2

Students will complete 3 x 30 minutes online quizzes on Wattle in designated weeks (4, 8, 12). Each quiz is worth 10 marks.

Format: There will be two sections to the quizzes:

• Part A: Concept Testing (8 marks)
• 16 multiple choice questions. Based on text book material.
• Part B: Application Testing (2 marks)
• 2 multiple choice questions based on consumer or marketing material, e.g. videos, images or media articles. Based on lecture material.

Quiz Schedule:

Quiz 1: Covering topics from weeks 1-3

• Week 4
• Open: 00:05 Monday
• Close: 23:55 Thursday

Quiz 2: Covering topics from weeks 4-7

• Week 8
• Open: 00:05 Monday
• Close: 23:55 Thursday

Quiz 3: Covering topics from weeks 8-12

• Week 12
• Open: 16:00 Wednesday
• Close: 23:55 Friday

Notes:

1. The quiz will require you to view videos, you will need to ensure that you have reliable access to the internet and sound facilities before starting the quiz.
2. If there is a problem with the quiz, Wattle system or the ANU network please contact the lecturer and ANU ITS ASAP so that the issue can be fixed and any special consideration arrangements put in place.
3. If there is a problem with a specific question please contact the lecturer so that the issue can be fixed.
4.  Students will only be able to do a make-up quiz if they provide documentary evidence to explain an absence that covers the entire quiz period. Evidence will need to be provided per Special Consideration policy. If consideration is granted an alternate quiz and time will be allocated.
5. Practice quiz materials for text book based questions are available on Wattle.

Late Submission: No late submissions accepted and will receive a grade of 0

Return of Assessment: Grade notifications are released immediately once the quiz has closed for multiple choice questions.

Assessment Task 2

Activity and Theory Building 15%

Learning Objectives: 3,4,5

This task is designed to expose students to numerous consumer behaviour theories in consumer and marketing practice. In class activities will introduce consumer behaviour theories and demonstrate the ways of understanding the behaviour of others in order to highlight how theory explains practice and what this then suggests for marketing strategy. Completing these tasks will familiarise student's with the requirements and expectations of the Market Consultancy Report and the Final Exam.

Students must complete at least 10 of the 12 activities throughout semester (the best 10 will be counted). It is broken into three main components:

1. Class preparation activities: All weeks (except week 4) will require students to prepare materials prior to the start of class. There are no marks attached to this preparation work but it must be completed for a student to qualify for the in-class activity grade. Submission through Wattle.
2. In-class Activity (5%): In tutorials students will be required to complete set tasks and answer activity questions. Students must show active input into task completion, through sharing preparation work, discussing ideas and writing answers to the questions. Submission in-class.
3. Theory Building (10%): Each student will be required to complete a summary of the theory covered as part of the activity in the Theory Building Template (see Wattle). Submission to Turnitin, due times: Friday 4pm.

Late Submission: No late submissions accepted and will receive a grade of 0

Return of Assessment: In-class activity and theory building grades will be posted within 2 weeks of each activity.

Rubric

	Full grade	Partial grade	No grade
Preparation	Complete, relevant and on-time	N/A	Not complete, irrelevant or late
In-class activity	Participated and completed tasks (100%)	Participated but incomplete (50%)	Did not participate (0%)
Theory building	Complete and demonstrates superior understanding of theory (100%)	Complete (75%)	Incomplete / not attempted (0%)

Assessment Task 3

Market Consultancy Report 25%

Learning Objectives: 3, 4, 6

Due: Friday Week 12 @ 4pm

In groups of 3-4 people (formed in weeks 1 and 2)

The major assessment item in the course is the identification and critical analysis of theory towards developing a marketing strategy project. This project aims to integrate the different topics of the course by requiring students to use abstract ideas in a practical setting.

Consultancy Brief

Company XYZ is launching a new line of mega yachts targeting the world's top 1% income earners. They want to use a social media influencer as part of their marketing strategy to attract buyers for a product that costs >$10 million in up front costs and approximately $1 million per year to use.

Your group has been hired as Marketing Consultants by Company XYZ to determine the key theoretical frameworks that are relevant to their situation and to make marketing recommendations based on these frameworks for how best to implement their plans for using a social media influencer to launch a new product to wealthy potential customers.

Your submission will need to answer the following:

1. Which consumer behaviour theories are most relevant to this situation (one per group member) and why?
2. What are the building blocks for each of the relevant theories? (see template on Wattle, each group member will be responsible for and graded individually on one building blocks of theory each)
3. Based on these theories, how should Company XYZ market their product, i.e. what are your marketing recommendations?

Submission Structure:

1. Title page: Brand your marketing consultancy. [group]
2. Table of contents: Identify which group member is responsible for which discussion of building blocks [group]
3. Introduction: (1 page, approx 500 words) [group]
4. Overview of situation, i.e. what are the important defining characteristics of the given scenario (product, target market and proposed marketing strategy) that then determined your choice of relevant theories?
5. Identification and justification of relevant theories
6. one per group member
7. one from each section of course content, i.e. Decision making, individual and external influences.
8. Building Blocks of Theory: (1-1.5 page each theory, approx 500-750 words) [individual]
9. Constructs
10. Propositions
11. Logic
12. Boundary conditions / Assumptions
13. Implications for marketing strategy of Company XYZ
14. Marketing Recommendations: (1 page, approx 500 words) [group]
15. Synthesise implications for marketing strategy into a coherent plan for how Company XYZ should market their new product line and why.
16. References: [group]
17. One list for the entire submission, listed alphabetically by author's last name. *Do not split the list into different sections based on who wrote what or by source type* (I've seen both in the past and this is incorrect referencing style).
18. Use Harvard or APA referencing style. Ensure reference style consistency throughout the report by all group members.
19. See Wattle for links to correct referencing style. Poor referencing and academic misconduct will result in the implementation of penalties.

Assessment: The assessment of your submission will include both individual and group grading. See the italics in the Submission Structure section for the breakdown of what will be assessed as group and individual. The assessment breakdown is as follows:

1. Group 15%
2. Individual 10%

• Due to the grading limitations of Turnitin, you will need to submit your Building Blocks of Theory section separately as well as part of the group report.

Notes: You will be required to complete a peer assessment related to each team members' overall contribution. This peer assessment may be used to moderate the group portion of the grade awarded. 

Late Submission: Late submission of assessment report without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

Return of Assessment: Grade will be returned within 2 weeks of submissions.

Assessment Task 4

Final Exam 30%

Learning Objectives: 1, 2, 3, 4, 5, 6

Due: Final Exam Period

Return of Assessment: After release of final grades

Content and Structure: Reviewed in Week 12 lecture

The ANU Examinations Office will communicate all examination information directly to students.

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Quizzes and Activity and Theory Building: No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, a mark of 0 will be awarded.

Market Consultancy Report: Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students