Buyer behaviour
Ms Sally Joy
6 points * One 2-hour lecture and one 1-hour tutorial per week * Second semester * Caulfield
Synopsis Essential concepts in psychology and sociology relevant to consumer behaviour; essential frameworks, models and concepts; fundamental processes of motivation, perception and learning in individual behaviour; nature and influence of individual predispositions, including personality characteristics, attitude formation and change; the social influences of culture, class reference groups and family; consumer decision processes; diffusions of innovations and fads; aspects of industrial buying.
Assessment Seminar paper (1500 words): 15% * Two assignments (3500 words): 35% * Class test: 10% * Final examination (2 hours): 10%
Prescribed texts
Kassarjian H and Robertson T Perspectives in consumer behaviour 4th edition, Prentice-Hall, 1991
Solomon M R Consumer behaviour 2nd edition, Allyn and Bacon, 1994