《消费者行为学（全英)》课程教学大纲 一、课程基本信息 课程代码：16108403 课程名称：消费者行为学（全英） 英文名称：Consumer Behavior 课程类别：专业课 学 时：48 学 分：3 适用对象：金融学(“2+2”实验班)本科生 考核方式：考试 先修课程：宏观经济学、微观经济学 二、课程简介 消费者行为学是研究个人或组织选择、购买、使用或淘汰产品、服务、思想或经 验以满足其需求的整个过程的学科。具体而言，本课程介绍消费者行为学的有关基本 理论，包括消费者个人的认知、学习和记忆、动机、情境、价值观、自我等。同时对 消费者决策过程、影响消费者决策和行为的各种因素包括态度、组织、社会媒体、社 会阶层和生活方式等进行了分析和探讨。 Consumer behavior is the study of the processes involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experiences to satisfy needs and desires.Specifically,this course introduces the basic theories of perception,learning and memory,motivation,global values and the self of consumers as individuals.It also deals with the process of decision making.how different factors including attitudes,groups,social media,social class and lifestyls affect decision making and consumer behavior. 三、课程性质与教学目的 消费者行为学是金融学(“2+2”实验班)本科生的专业必修课。通过课程学习 让学生能够掌握消费者行为学的基本理论，包括消费者个体的自我、知觉、学习和记 忆、动机和价值观，消费者的决策过程、购买与处置行为，消费者决策如何受到自身 态度、外部群体、社会化媒体、生活方式及文化等因素的影响等，并能够将理论与中 国的实际相结合。 通过课程学习，对比中外差异，分析文化背景、经济发展、“中国制造”崛起等 1
1 《消费者行为学（全英）》课程教学大纲 一、课程基本信息 课程代码：16108403 课程名称：消费者行为学（全英） 英文名称：Consumer Behavior 课程类别： 专业课 学 时： 48 学 分： 3 适用对象: 金融学（“2+2”实验班）本科生 考核方式：考试 先修课程：宏观经济学、微观经济学 二、课程简介 消费者行为学是研究个人或组织选择、购买、使用或淘汰产品、服务、思想或经 验以满足其需求的整个过程的学科。具体而言，本课程介绍消费者行为学的有关基本 理论，包括消费者个人的认知、学习和记忆、动机、情境、价值观、自我等。同时对 消费者决策过程、影响消费者决策和行为的各种因素包括态度、组织、社会媒体、社 会阶层和生活方式等进行了分析和探讨。 Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Specifically, this course introduces the basic theories of perception, learning and memory, motivation,global values and the self of consumers as individuals. It also deals with the process of decision making, how different factors including attitudes,groups,social media, social class and lifestyls affect decision making and consumer behavior. 三、课程性质与教学目的 消费者行为学是金融学（“2+2”实验班）本科生的专业必修课。通过课程学习， 让学生能够掌握消费者行为学的基本理论，包括消费者个体的自我、知觉、学习和记 忆、动机和价值观，消费者的决策过程、购买与处置行为，消费者决策如何受到自身 态度、外部群体、社会化媒体、生活方式及文化等因素的影响等，并能够将理论与中 国的实际相结合。 通过课程学习，对比中外差异，分析文化背景、经济发展、“中国制造”崛起等
对消费能力与行为的重要影响，帮助学生增加“四个自信”，树立正确的人生观、价 值观和消费观， 四、教学内容及要求 第一章导言 Chapter 1 Buying,Having,and Being:An Introduction to Consumer Behavior (一)目的与要求 Make the students to master the definition of consumer behavior and the way how to segment consumers into groups.To be familiar with the main variables of demographics, the definition of heavy users and the rule of 80/20.To understand the meaning of sychographics.Big Data and database marketing. (二)教学内容 1.主要内容 Consumer Behavior:People in the Marketplace What Is Consumer Behavior? Consumers' Impact on Marketing Strategy Marketing's Impact on Consumers 2.基本概念和知识点 demographics:the rule of 80/20:heavy users:database marketing:Needs and Motivation 3.问项与应用（能力要求） Why the marketers need to segment consumers into groups according to the main variables of demographics?Understand the market application of heavy users and the rule of 8020.How Big Data and database marketing are changing people's lives? (三)思考与实践 Why the marketers need to divide the consumers up?Is there the other way to segment consumers except for demographics? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第二章消费者决策和行为 Chapter 2 Decision Making and Consumer Behavior (一)目的与要求 Master the three categories of consumer decision making.Be familiar with steps in the Cognitive Decision-Mak ng Proce Unde meaning of Consume Involvement Master the definition of Habitual Decision Making and Affective Decision 2
2 对消费能力与行为的重要影响，帮助学生增加“四个自信”，树立正确的人生观、价 值观和消费观。 四、教学内容及要求 第一章 导言 Chapter 1 Buying, Having, and Being:An Introduction to Consumer Behavior （一）目的与要求 Make the students to master the definition of consumer behavior and the way how to segment consumers into groups. To be familiar with the main variables of demographics , the definition of heavy users and the rule of 80/20. To understand the meaning of sychographics , Big Data and database marketing. （二）教学内容 1.主要内容 Consumer Behavior: People in the Marketplace What Is Consumer Behavior? Consumers’ Impact on Marketing Strategy Marketing’s Impact on Consumers 2.基本概念和知识点 demographics； the rule of 80/20；heavy users；database marketing；Needs and Motivation 3. 问题与应用（能力要求） Why the marketers need to segment consumers into groups according to the main variables of demographics? Understand the market application of heavy users and the rule of 80/20. How Big Data and database marketing are changing people’s lives? （三）思考与实践 Why the marketers need to divide the consumers up? Is there the other way to segment consumers except for demographics? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第二章 消费者决策和行为 Chapter 2 Decision Making and Consumer Behavior （一）目的与要求 Master the three categories of consumer decision making. Be familiar with Steps in the Cognitive Decision-Making Process. Understand the meaning of Consumer Involvement.Master the definition of Habitual Decision Making and Affective Decision
Making.Be familiar Heuristics,the Mental Shortcuts.Understand Emotions and Consumption and How Social Media Tap into Our Emotions. (二)教学内容 1.主要内容 Consumer Involvement Types of Involvement Cognitive Decision Making 47 Habitual Decision Making 58 Decision-Making Biases and Shortcuts Heuristics:Mental Shortcuts 62 Affective Decision Making 2.基本概念和知识点 Consumer Involvements: Cognitive Decision Making:Habitual Decision Making: Affective Decision Making:三类消费决策的区别 3.问题与应用（能力要求） Understand the main categories of consumer decision making and the meaning of Consumer Involvement.What kind of marketing strategies usually used in consider ofthese theories? (三)思考与实践 Share a situation in which you searched for information deliberately and one in which you had developed product knowledge incidentally. How would you say the variations in information search affected your decision? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第三章文化因素对消费者决策的影响 Chapter 3 Cultural Influences on Consumer Decision Making (一)目的与要求 Make the students to master the definition of Consumer Values (二)教学内容 1.主要内容 Cultural Systems Cultural Values Core Values How Do Values Link to Consumer Behavior? 3
3 Making. Be familiar Heuristics,the Mental Shortcuts. Understand Emotions and Consumption and How Social Media Tap into Our Emotions. （二）教学内容 1.主要内容 Consumer Involvement Types of Involvement Cognitive Decision Making 47 Habitual Decision Making 58 Decision-Making Biases and Shortcuts Heuristics: Mental Shortcuts 62 Affective Decision Making 2.基本概念和知识点 Consumer Involvements； Cognitive Decision Making；Habitual Decision Making； Affective Decision Making；三类消费决策的区别 3.问题与应用（能力要求） Understand the main categories of consumer decision making and the meaning of Consumer Involvement. What kind of marketing strategies usually used in consider of these theories? （三）思考与实践 Share a situation in which you searched for information deliberately and one in which you had developed product knowledge incidentally. How would you say the variations in information search affected your decision? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第三章 文化因素对消费者决策的影响 Chapter 3 Cultural Influences on Consumer Decision Making （一）目的与要求 Make the students to master the definition of Consumer Values. （二）教学内容 1.主要内容 Cultural Systems Cultural Values Core Values How Do Values Link to Consumer Behavior?
【思政元素融入】西方核心价值观&社会主义核心价值观 通过对比中西方文化差异及其对消费者行为的影响，弘扬中华传统文化和社会义 核心价值观，建立文化自信、道路自信。 融入方式：案例分析，小组讨论 2.基本概念和知识点 Core Values;Cultural Values 3.问题与应用（能力要求） How Consumer Values influence consumers'behavior in China?Provide examples. (三)思考与实践 What do you think are the three core values that best describe chinese today? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第四章消费者和社会福利 Chapter 4 Consumer and Social Well-Being (一)目的与要求 Make the students to be familiar with the meaning of Business Ethics and Consumer Rights.To understand the Major Policy Issues Relevant to Consumer Behavior. (二)教学内容 1.主要内容 Business Ethics and Consumer Rights Consumers'Rights and Product Satisfaction Major Policy Issues Relevant to Consumer Behavio The dark side of consumer Behavior 【思政元素融入】攀比性消费&上癔性消费的危害 通过与学生讨论两类消费行为，分析其负面将就，帮助学生思考：我们应当侣导 怎样的消费观？ 融入方式：小组讨论 2.基本概念和知识点 Business Ethics:Consumers'Rights:Data Privacy and Identity Theft:Consumer Terrorism:Addictive Consumption 3.问颜与应用（能力要求】 Why Business Ethics and Consumer Rights are important?Try to understand the Major Policy Issues Relevant to Consumer Behavior by reminding the examples in our daily lives 4
4 【思政元素融入】 西方核心价值观 & 社会主义核心价值观 通过对比中西方文化差异及其对消费者行为的影响，弘扬中华传统文化和社会义 核心价值观，建立文化自信、道路自信。 融入方式：案例分析，小组讨论 2.基本概念和知识点 Core Values;Cultural Values 3.问题与应用（能力要求） How Consumer Values influence consumers’ behavior in China? Provide examples. （三）思考与实践 What do you think are the three core values that best describe Chinese today? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第四章 消费者和社会福利 Chapter 4 Consumer and Social Well-Being （一）目的与要求 Make the students to be familiar with the meaning of Business Ethics and Consumer Rights. To understand the Major Policy Issues Relevant to Consumer Behavior. （二）教学内容 1.主要内容 Business Ethics and Consumer Rights Consumers’ Rights and Product Satisfaction Major Policy Issues Relevant to Consumer Behavior The Dark Side of Consumer Behavior 【思政元素融入】 攀比性消费 & 上瘾性消费的危害 通过与学生讨论两类消费行为，分析其负面将就，帮助学生思考：我们应当倡导 怎样的消费观？ 融入方式：小组讨论 2.基本概念和知识点 Business Ethics；Consumers’ Rights；Data Privacy and Identity Theft；Consumer Terrorism;Addictive Consumption 3.问题与应用（能力要求） Why Business Ethics and Consumer Rights are important? Try to understand the Major Policy Issues Relevant to Consumer Behavior by reminding the examples in our daily lives
(三)思考与实践 How to deal with Addictive Consumption? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第五章认知 Chapter 5 Perception (一)目的与要求 Make the students to master the definition of Sensation and Perception.To be familiar the theory and practice of Sensory Marketing.To understand our sensory systems and the inputs our five senses detect.Master the three-stage process of perception and sensory thresholds,Be familiar the way marketers get attention.Understand the meaning of Perceptual Selection (二)教学内容 1.主要内容 Sensation 173 Vision 175 Dollars and Scents 178 Sound 180 Touch 181 Taste 182 The Stages of Perception 184 Stage 1:Exposure 184 Stage 2:Attention 187 Stage 3:Interpretation 2.基本概念和知识点 Sensation:Scents marketing:sensary marketing:sensory thresholds,Perceptual Selection 3.问题与应用（能力要求） Be familiar with the theory and practice of Sensory Marketing.Be familiar the way marketers get attention and provide several examples. (三)思考与实践 Some studies suggest that as we age,our sensory detection abilities decline. What are the implications of this phenomenon for marketers who target elderly 5
5 （三）思考与实践 How to deal with Addictive Consumption? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第五章 认知 Chapter 5 Perception （一）目的与要求 Make the students to master the definition of Sensation and Perception. To be familiar the theory and practice of Sensory Marketing. To understand our sensory systems and the inputs our five senses detect. Master the three-stage process of perception and sensory thresholds; Be familiar the way marketers get attention. Understand the meaning of Perceptual Selection （二）教学内容 1.主要内容 Sensation 173 Vision 175 Dollars and Scents 178 Sound 180 Touch 181 Taste 182 The Stages of Perception 184 Stage 1: Exposure 184 Stage 2: Attention 187 Stage 3: Interpretation 2.基本概念和知识点 Sensation ； Scents marketing; sensary marketing;sensory thresholds;Perceptual Selection 3.问题与应用（能力要求） Be familiar with the theory and practice of Sensory Marketing. Be familiar the way marketers get attention and provide several examples. （三）思考与实践 Some studies suggest that as we age, our sensory detection abilities decline. What are the implications of this phenomenon for marketers who target elderly