Digital Reading Room 2.0 -- MKTG 406v10: Consumer Behaviour

MKTG 406v10: Consumer Behaviour Report a Broken Link

MKTG 406 discusses how consumer behaviour is a discipline that examines how and why people make purchases. This marketing discipline applies knowledge from such areas as psychology, sociology, anthropology, and economics to describe and understand how consumers are likely to behave in many different consumption situations. Knowledge of consumer behaviour principles allows marketers and other managers to become more effective because they have a better understanding of their customers. They can better predict consumer purchase decisions, determine the needs of target markets, and understand how consumers perceive and make use of marketing information. An awareness of consumer behaviour may also assist individuals in understanding their own buying decisions.

Introductory Lesson

Chapter 1 of the textbook

Black, D. W. (2022). Compulsive shopping: A review and update. Current Opinion in Psychology, 46, 101321

Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217-232

Pachauri, M. (2001). Consumer behaviour: a literature review. The Marketing Review, 2(3), 319-355

Lesson 1

Chapter 2 of the textbook

Chapter 2 PowerPoint presentation

Casas, M. C., & Chinoperekweyi, J. (2019). Color psychology and its influence on consumer buying behavior: A case of apparel products. Saudi Journal of Business and Management Studies, 4(5), 441-456

Geissler, G. L., Zinkhan, G. M., & Watson, R. T. (2006). The influence of home page complexity on consumer attention, attitudes, and purchase intent. Journal of Advertising, 35(2), 69-80

Green, J. D., Reid, C. A., Kneuer, M. A., & Hedgebeth, M. V. (2023). The proust effect: Scents, food, and nostalgia. Current Opinion in Psychology, 50, 101562

Lavoye, V., Mero, J., & Tarkiainen, A. (2021). Consumer behavior with augmented reality in retail: a review and research agenda. The International Review of Retail, Distribution and Consumer Research, 31(3), 299-329

Lesson 2

Chapter 3 of the textbook

Chapter 3 PowerPoint presentation

Batkoska, L., & Koseska, E. (2012). The impact of cognitive learning on consumer behaviour. Procedia-Social and Behavioral Sciences, 44, 70-77

Hartmann, B. J., & Brunk, K. H. (2019). Nostalgia marketing and (re-) enchantment. International Journal of Research in Marketing, 36(4), 669-686

Lesson 3

Chapter 4 of the textbook

Chapter 4 PowerPoint presentation

Antonetti, P., & Baines, P. (2015). Guilt in marketing research: an elicitation–consumption perspective and research agenda. International Journal of Management Reviews, 17(3), 333-355

Bell, H. (2011). A contemporary framework for emotions in consumer decision-making: Moving beyond traditional models. International Journal of Business and Social Sciences, 2(17), 12-16

Royne, M. B., Thieme, J., Levy, M., Oakley, J., & Alderson, L. (2016). From thinking green to buying green: consumer motivation makes the difference. Journal of Business Strategy, 37(3), 37-43

Lesson 4

Chapter 5 of the textbook

Chapter 5 PowerPoint presentation

Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477-500

Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168

Javornik, A., Marder, B., Pizzetti, M., & Warlop, L. (2021). Augmented self-The effects of virtual face augmentation on consumers' self-concept. Journal of Business Research, 130, 170-187

Lesson 5

Chapter 6 from the textbook

Chapter 6 PowerPoint presentation

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356

Duong, C. D. (2022). Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap. Asia Pacific Journal of Marketing and Logistics, 34(6), 1123-1144

Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217-1238

Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research: A review and future research agenda. International Journal of Consumer Studies, 45(6), 1176-1197

Lesson 6

Chapter 7 of the textbook

Chapter 7 PowerPoint presentation

Ajzen, I. (2018). Consumer attitudes and behavior. In Handbook of consumer psychology (pp. 529-552). Routledge

Asiegbu, I. F., Powei, D. M., & Iruka, C. H. (2012). Consumer attitude: Some reflections on its concept, trilogy, relationship with consumer behavior, and marketing implications. European Journal of Business and Management, 4(13), 38-50

Hassen, T. B., El Bilali, H., Allahyari, M. S., & Morrar, R. (2021). Food attitudes and consumer behavior towards food in conflict-affected zones during the COVID-19 pandemic: case of the Palestinian territories. British Food Journal, 124(9), 2921-2936

Lesson 7

Chapter 8 from the textbook

Chapter 8 PowerPoint presentation

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314

Shi, X., Li, F., & Chumnumpan, P. (2020). The use of product scarcity in marketing. European Journal of Marketing, 54(2), 380-418

Thomas, V. L., & Fowler, K. (2021). Close encounters of the AI kind: Use of AI influencers as brand endorsers. Journal of Advertising, 50(1), 11-25

Lesson 8

Chapter 9 of the textbook

Chapter 9 PowerPoint presentation

Nazlan, N. H., Tanford, S., & Montgomery, R. (2018). The effect of availability heuristics in online consumer reviews. Journal of Consumer Behaviour, 17(5), 449-460

Rossiter, J. R. (2019). A critique of prospect theory and framing with particular reference to consumer decisions. Journal of Consumer Behaviour, 18(5), 399-405

Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63, 102696

Lesson 9

Chapter 10 of the textbook

Chapter 10 PowerPoint presentation

Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008

Raimondo, M. A., Cardamone, E., Miceli, G. N., & Bagozzi, R. P. (2022). Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences. Psychology & Marketing, 39(10), 1964-1978

Santos, Z. R., Cheung, C. M., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457

Lesson 10

Chapter 11 of the textbook

Chapter 11 PowerPoint presentation

Belk, R. (2018). Ownership: The extended self and the extended object. Psychological ownership and consumer behavior, 53-67

Joy, A., Wang, J. J., Chan, T. S., Sherry Jr, J. F., & Cui, G. (2014). M (Art) worlds: consumer perceptions of how luxury brand stores become art institutions. Journal of Retailing, 90(3), 347-364

Spence, C., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A multisensory perspective. Psychology & Marketing, 31(7), 472-488

Lesson 11

Chapter 12 of the textbook

Chapter 12 PowerPoint presentation

Kumar, A., Paul, J., & Unnithan, A. B. (2020). ‘Masstige’ marketing: A review, synthesis and research agenda. Journal of Business Research, 113, 384-398

O’Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour: An International Research Review, 4(1), 25-39

Williams, T. G. (2002). Social class influences on purchase evaluation criteria. Journal of Consumer Marketing, 19(3), 249-276

Lesson 12

Chapter 13 of the textbook

Chapter 13 PowerPoint presentation

De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of advertising, 29(1), 85-110

Kim, D., Pan, Y., & Park, H. S. (1998). High‐versus low‐context culture: A comparison of Chinese, Korean, and American cultures. Psychology & Marketing, 15(6), 507-521

Matharu, G. K., von der Heidt, T., Sorwar, G., & Sivapalan, A. (2024). The moderating role of Hofstede’s cultural dimensions on consumer purchasing of organic food. Journal of international consumer marketing, 36(1), 21-40