Course Description and Objectives

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Course Description and Objectives

Welcome to consumer psychology! This course examines the underlying psychological factors influencing consumption‐related activities. First, we will learn the basic psychological processes within the mind of consumers, such as our personality, memory, and even our dreams and aspirations. Second, we will explore how external influences, such as interpersonal, situational, and cultural factors, shape our consumer behaviours. Accordingly, the course has two major objectives: Course Content Mastery Objectives:  Understand current psychological theories  Demonstrate how major principles and processes apply to real world marketing and consumption issues Skill‐related Objectives:  Build teamwork skills and individual accountability  Preparation of written work that demonstrate analytical skills and proficiency in communication

Class Format

Class format will consist of lectures, group discussions, activities, and short films that highlight important topics. You are responsible for all the chapters assigned for reading prior to class. Skeleton notes of each of the lecture will be posted on Moodle as an assist for note‐taking in class.

Attendance and Participation

You will find attending class regularly to be essential as an aid to understanding the material and as an opportunity to discuss it in class. Please be well prepared when you come to class (e.g., if a case is assigned, you should read the case before class). As long as you are attending classes regularly I will be happy to provide you with help when you are experiencing difficulties. Prompt attendance is also a professional responsibility and courtesy (see UVIC calendar, Academic Regulations). Participation includes taking part in classroom discussions and actively involved in group activities.

Instructor Angel Chen Dates July 8 to July 30

Email (preferable) [email protected] Class location COR A125 Telephone 250‐472‐4876 (leave message) Class times 4:30 to 6:30

Office Cornett A216 Units 1.5

Office hours Thursday 2:30 to 3:30 Prerequisites Psyc 100A and 100B Teaching Assistant Esther Direnfeld Course Website Available on Moodle

[email protected] TA Office Hours TBA Text (Required) Solomon, M., White, K., & Dahl, D. (2014) Consumer Behaviour: Buying, Having, and Being (Sixth Canadian Edition). Toronto: Pearson Prentice Hall. Note: 5th edition acceptable but not preferred. Digital textbook rental (180 days) for $51.45 can be purchased at http://www.coursesmart.com/

PSYC 333 (A01) Summer 2013

Consumer Psychology

Course Syllabus

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Course Requirements and Evaluation

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Exams (64%)

The exams will be non‐cumulative and will consist of multiple‐choice and short answer questions. You will be required to think critically and apply the concepts you have learned in the lectures, readings, and any additional course material (e.g., short films, case studies). More details will be announced in class prior to the exam.  Exam 1 on Lecture 1‐4 (24%) July 15  Exam 2 on Lecture 5‐7 (20%) July 22  Exam 3 on Lecture 8‐10 (20%) July 30

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Participation/In‐Class Group Activities (3 X 3%  9%)

There will be three in‐class group activities designed to solve realistic consumption and marketing problems with your classmates. You will be assigned to work in a team with three other students. Details will be posted on Moodle.  Activity 1: Memorable Slogans July 11 Your group will brainstorm a slogan and design a logo for a specific product/service. Your slogan and logo must be effective and memorable.  Activity 2: Freudian Appeals July 18 Your group will create three advertisements that appeal to the three elements of the psychoanalytic theory.  Activity 3: Case Studies July 26 Your group will analyze two case studies. For each case, you will analyze the company’s marketing strategies and its impacts on consumer behaviour.

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Short Assignments (6 X 2%  12%)

You will be assigned 8 short assignments throughout the term. Short assignments help you retain information and practice using the theories of consumer behaviour outside of class. Please note that you can submit a maximum of 6 out of 8 short assignments or I will accept the best 6. Late submissions will not be accepted.

4)

The Consumer Behaviour Notebook (15%)

You are to produce a notebook that assembles ads, commercials, or campaigns that highlight five promotional strategies or concepts seen in this course (e.g., societal marketing concept, comparative advertising, appeal to aspirational groups, etc.). The notebook should consist of dated entries. Each entry should clearly present the followings: (1) definition of the concept, (2) description and analysis of the ad according to pre‐stated criteria, (3) your own reaction and critical comment, and (4) personal experience which highlight each concept. Notebooks received after 6:30 PM on the due day (July 30) will receive a deduction of 10% per day.

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Bonus (2%)

Option 1: Research Participation Students in this course may earn up to 2% extra credit toward their final grade by participating in research studies conducted in the Department of Psychology. Each 15 minutes of participation will earn 0.5 credit and up to 4 credits may be counted toward this course, with 2 credits required for a 1% increase in the student's final grade. Thus, two hours of participation would earn the full 2% extra credit. For details on participating in research studies, go to the Department of Psychology web site (web.uvic.ca/psyc), click on the Research link near the top of the page, then click on the Participant Pool link at the left of the new page to see instructions for participating in the system.

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Option 2: Article Reviews Students are not required to participate in research. As an alternative, students may instead opt to gain research experience by writing reviews (2 pages double spaced) of journal articles reporting original research relevant to the course. Each review will be worth 1% of extra credit and a maximum of two reviews will be accepted. Suitable journal sources include: Basic and Applied Social Psychology, Consumer Behavior, Journal of Applied Psychology, Journal of Consumer Psychology, Journal of Marketing, or International Journal of Consumer Studies. You will need to obtain approval from me for the article you have chosen before writing a review. To receive credit, you must follow these guidelines: - If you wish to select this option, you must notify me no later than July 23rd. - Completed reviews must be submitted in printed form no later than the last day of class (July 30). Late submission will NOT be accepted under ANY circumstances. - Fully identify the title, author(s), source, and year of the article. - Provide a brief statement of the research questions and/or hypotheses - Clearly summarize the psychological concepts, research design/methodology, findings, and implications - Critical evaluation of the main strengths and weaknesses of the research. - Your overall reaction and personal experience with the concept discussed in the article.

Tentative Schedule

July Dates Topics Readings Deadlines

Week 1 8 (M) Course Overview Lecture 1: Introduction to Consumer Behaviour Ch 1 9 (T) Lecture 2: Perception Ch 2 10 (W) Lecture 3: Learning and memory Ch 3 Assignment 1 11 (R) Group Activity 1: Memorable Ads 12 (F) Lecture 4: Motivation & Affect Ch 4 Assignment 2 Week 2 15 (M) Exam 1 (lectures 1 to 4) Assignment 3 16 (T) Lecture 5: Self Ch 5 17 (W) Lecture 6 : Personality, lifestyles, and Values Ch 6 18 (R) Group Activity 2: Freudian appeals Assignment 4 19 (F) Lecture 7: Attitude & Attitude Change Ch 7 & 8 Week 3 22 (M) Exam 2 (lectures 5 to 7) Assignment 5,6 23 (T) Lecture 8: Decision making Ch 9 24 (W) Lecture 9: Social Influence Ch 11 Assignment 7 25 (R) Lecture 10: Creation and Diffusion of Culture Ch 15 26 (F) Group Activity 3: Case studies Week 4 29 (M) Catch up 30 (T) Exam 3 (lectures 8‐10) Assignment 8 CB Notebook

Course Policy

Course Deadlines

100% Fee Reduction and Add Deadline July 10 50% Fee Reduction July 16 Academic Drop July 22

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Grading

Effective May 1, 2012, all instructors will be required to use the Senate‐approved percentage grading scheme in the assignment of letter grades to students. A+ 90 – 100* B+ 77 ‐ 79 C+ 65 ‐ 69 F < 50 A 85 ‐ 89 B 73 ‐ 76 C 60 ‐ 64 N did not complete requirements A‐ 80 ‐ 84 B‐ 70 ‐ 72 D 50 ‐ 59 *Final grades will be rounded up at the 0.5 point (e.g., 84.50 will be rounded to 85; 84.49 will be rounded to 84.

Classroom Policy

As a courtesy to your classmates, please turn off your cell phone or place it in vibrate mode. If your cell phone rings, I’d be happy to answer it for you. I take cheating and plagiarism very seriously. Academic dishonesty in any form will not be tolerated in this class. I will expect you to familiarize yourselves with the Important Course Policy Information (posted in Moodle).

Missing Grades

Students who miss an exam or group activity will be awarded a “0”. Please be advised that I do not automatically give make‐up exams, except under extraordinary circumstances (e.g., death in family, severe illness, etc.). Student must contact me within 24 hours of the missed exam and advise me that valid documentation will be forthcoming (i.e., doctor’s note from a health care professional, death certificates, automobile accident reports, etc.) Makeup examinations will address the same content as the regularly scheduled exams but will consist exclusively of written essay and short answer questions. For missed in‐class group work with a documented illness or family emergency, the remaining assignments will be weighted more heavily.

Contacting Me

Please do not hesitate to contact me for assistance. I am happy to help. You may contact me during my office hours or via email ([email protected]). Please include “PSYC 333” in the subject line of your e‐mail and provide your name and student number at the end of your message. If you have a concern about the marking of an exam, please first review your notes and the textbook to try to understand the marking on your own. If you are still concerned, please consult with the course TA. If after talking with Ms. Direnfeld ([email protected]) you are still not satisfied, please contact me.

Students with Disabilities

If a disability makes it difficult for you to write exams or perform other course tasks, please complete the Exam Accommodation Request form (available from the Resource Centre for Students with Disabilities (RCSD) and submit it to me within the first two weeks of the course. A referral from the RCSD is required to receive exam accommodations. See http://rcsd.uvic.ca/services/index.html for more information.

Key to Success

The followings are practical strategies for working through the summer course. 1. Read the syllabus thoroughly. Block out a four week schedule with notations for dates of all major exams and group activities. 2. Create a study schedule. Create a weekly schedule indicating the hours you will dedicate to study. Consider that you should spend at least two hours studying for each hour you spend in class. 3. Avoid procrastination. You can fall behind quickly, so do everything you can to stick with your study schedule. The major reason why students fail is that they get behind with their course work. Unfortunately, there is no way to make up for the lost time! 4. Organize and reduce the information you need to know. The intensity of the pace during summer session requires that you do something to maximize your effort. Summarize the text by making notes in the margins of the book. Create an outline or diagram showing how the fact/concepts are related. 5. Study in the morning. Research says it takes only an hour in the morning to do what takes almost two hours in the evening. You are refreshed, unhampered by the day’s hassles, and ready to learn. To maintain concentration and maximize retention, study in 45‐50 minutes segments with short breaks in between.

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Department of Psychology Important Course Policy Information

Summer 2013

Prerequisites

Students who remain in courses for which they do not have the prerequisites do so at their own risk. Students who complete courses without prerequisites ARE NOT exempt from having to complete the prerequisite course(s) if such courses are required for the degree program.

Program Requirements

For more information see pages 207-210 of the UVic Calendar 2012-13.

Registration Status

Students are responsible for verifying their registration status. Registration status may be verified using My Page, View Schedule. Course adds and drops will not be processed after the deadlines set out in the current UVic Calendar.

Commitment to Inclusivity and Diversity

The University of Victoria is committed to promoting, providing and protecting a positive and supportive and safe learning and working environment for all its members.

In the Event of Illness, Accident or Family Affliction (See UVic Calendar, 2012-13, p. 35)

• What to do if you miss the final exam scheduled on the last day of classes

Apply at Records Services for a “Request for Academic Concession”, normally within 10 working days of the date of the exam. Records Services will forward the form to the instructor. If the concession is granted, the instructor will determine how to deal with the situation (for example, a deferred exam). Where a concession is not applied for or where such application is denied, an N grade will be entered on the student’s academic record.

• What to do if you miss an exam other than one scheduled on the last day of classes

Do not apply at Records Services for a “Request for Academic Concession”. Instead submit documentation of the illness, accident or family affliction directly to your course instructor (or designated teaching assistant).

• What to do if you require additional time to complete course requirements

Apply at Records Services for a “Request for Academic Concession”, normally within 10 working days of the end of the course. Records Services will forward the form to the instructor. If the concession is granted, the instructor will determine how to deal with the situation. Where a concession is not applied for or where such application is denied, an N grade will be entered on the student’s academic record.

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Policy on Academic Integrity including Plagiarism and Cheating

The Department of Psychology fully endorses and intends to enforce rigorously the Senate Policy on Academic integrity (http://web.uvic.ca/calendar2012/FACS/UnIn/UARe/PoAcI.html , p. 33-34, UVic Calendar 2012-13). It is of utmost importance that students who do their work honestly be protected from those who do not. Because this policy is in place to ensure that students carry out and benefit from the learning activities assigned in each course, it is expected that students will cooperate in its implementation.

The offences defined by the policy can be summarized briefly as follows:

1. Plagiarism. You must make sure that the work you submit is your work and not someone else’s. There are proper procedures for citing the works of others. The student is responsible for being aware of and using these procedures.

2. Multiple Submission. Only under exceptional circumstances may a work submitted to fulfill an academic requirement be used to satisfy another similar requirement. The student is responsible for clarifying this with the instructor(s) involved.

3. Falsifying Materials Subject to Academic Evaluation. This includes falsification of data, use of commercially prepared essays, using information from the Internet without proper citation, citing sources from which material is not actually obtained, etc.

4. Cheating on Assignments, Tests, and Examinations. You may not copy the work of others in or out of class; you may not give your work to others for the purpose of copying; you may not use unauthorized material or equipment during examinations or tests; and you may not

impersonate or allow yourself to be impersonated by another at an examination. The Department of Psychology has a policy of not making old examinations available for study purposes. Therefore, use of old exams without the express written permission of the instructor constitutes cheating by the user, and abetting of cheating by the person who provided the exam. 5. Being an Accessory to Offences. This means that helping another student to cheat (for

instance, by showing or communicating to them answers to an assignment, or by allowing them to view answers on an exam) is an academic offence.

Instructors are expected to make every effort to prevent cheating and plagiarism. This may include the assignment of seating for examinations, asking students to move during examinations, requests to see student identification cards, and other measures as appropriate. Instructors also have available to them a variety of tools and procedures to check for Internet and electronic media-based cheating. In

instances of suspected or actual plagiarism or cheating, instructors, following prescribed procedures, are authorized to take steps consistent with the degree of the offence. These measures will range from a zero on the test or assignment or a failing grade for the course, probation within a program to

temporary or even permanent suspension from the University.

Rights of Appeal are described in the Policy on Academic Integrity in the University calendar (on p. 33-34 in 2012-13).

The definitive source for information on Academic Integrity is the University Calendar (p. 33-34 in 2012-13) (http://web.uvic.ca/calendar2012/FACS/UnIn/UARe/PoAcI.html)

Other useful resources on Plagiarism and Cheating include:

1. The Learning Skills program: http://www.coun.uvic.ca/learning/index.html

2. The Ombudsperson’s office: http://www.uvss.uvic.ca/ombudsperson/pubsguides/plagiarism.pdf 3. The English Department: http://web.uvic.ca/wguide/Pages/CitPlagiarism.html

Course Description and Objectives