MKTG 3726 - Consumer Behavior
Fall 2026 Syllabus, Section 01, CRN 41522,
Credit hours: 3
Course Meeting Times
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Instructor
Kendra Fowler
Email: kfowler01@ysu.edu
Course Description
Course Readings
| Group | Title | Author | ISBN |
|---|---|---|---|
| Optional | Consumer behavior: Buying, having, and being | Solomon, M.R. and Russell, C.A | 9780137865093 |
The course readings are subject to change in the event of extenuating circumstances, research developments, current events, and/or to ensure better learning.
Recommended Optional Text: Solomon, M.R. and Russell, C.A. (2024) Consumer behavior: Buying, having, and being. 14E edn. New York, NY: Pearson - - note: there are no specific assignments from the text, but it will give additional examples and explanations for concepts beyond what is offered in class.
The course readings are subject to change in the event of extenuating circumstances, research developments, current events, and/or to ensure better learning.
Assignments/Assessments
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Schedule of Topics and Assignments
| Week of | Proposed Topic | Due/To Prepare for Class |
|---|---|---|
| 8/24 | Marketing Overview | LIL1: Consumer Behavior w/certificate 15 |
| 8/31 | CB Overview | LiL2: Segmentation w/ certificate 15 Student Questionnaire (on Blackboard) 5 |
| 9/7 | Segmentation & Targeting | LiL3: Personas w/ certificate 15 |
| 9/14 | Positioning | Activity 1: 20 Persona set up 10 |
| 9/21 | Exam 1: In-class on Monday 9/21 Perception & Attention |
Exam 1 200 LiL4: Neuroscience w/certificate 15 Persona Assignment 1: Demographics 20 |
| 9/28 | Memory | Activity 2: 20 |
| 10/5 | Consumer Decision Making | Activity 3: 20 |
| 10/12 | Attitudes | Activity 4: 20 |
| 10/19 | Exam 2: In-Class on Monday Self |
Exam 2 200 Persona Assignment 3: Roles 20 Watch: Measuring Personality: Crash Course Psychology #22 & Quiz: 5 |
| 10/26 | Personality & Motivations | Activity 5: 20 Persona Assignment 4: Personality 20 Watch: Cultures, Subcultures, and Countercultures: Crash Course Sociology #11 , Quiz: 5 |
| 11/2 | Culture & Reference Groups | Persona Assignment 5: Motivations 20 Watch: Social Influence: Crash Course Psychology #38 & Complete Quiz: 5 |
| 11/9 | Social Media | Activity 6: 20 Persona Assignment 6: Reference Groups 20 Watch: How Restaurants Use Psychology to Make You Spend More Money, Quiz: 5 |
| 11/16 | Atmospherics & Other Situational Factors | Activity 7: 20 |
| 11/23 | In-class work day to finish up Persona Project | |
| 11/30 | Exam 3: In-Class on Wednesday | Activity 8: 20 Exam 3 200 |
| 12/7 | Course Wrap-Up | Completed Persona Due 20 Student Questionnaire 2 (on Blackboard) 5 Optional Final |
The course schedule, policies, procedures, and assignments in this course are subject to change in the event of extenuating circumstances, by mutual agreement, and/or to ensure better learning.