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MKTG351 Buyer Behavior Spring 2003    
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Professor Carl Obermiller (Pigott 502,
296-5746, carlo_at_seattleu.edu)   Course website
http//classes.seattleu.edu/business/mktg351/oberm
iller/   Office Hours before or after class or
by appointment.   Class Section 1, M/W, 115,
Pigott 304.   Text, Consumer Behavior
Managerial Decision Making, Frank Kardes, 2nd
ed., (available at SU Bookstore) and MKTG351
readings packet (available at Copy Mart, 11th and
Madison).
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Grading class participation 300 points group
projects 300 points exam 1 200 points exam
2 200 points
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• Homework
• In the syllabus geared to readings no late work
  accepted.
• Part of class participation grade

• Projects
• Teams
• SUV False Beliefs

• Exams
• Two
• Mix of objective and short essays

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MKTG351 Schedule

• 3-31, Introduction, Consumer Research, Consumer
  Decision Model
• Go to the class website (http//classes.seattleu.e
  du/business/mktg351/obermiller/) download and
  read the syllabus.
• The PowerPoint slides for each lecture are
  posted on the website. You may review them on
  screen or print them as notes pages. To print
  notes pages, right-click on the item on the
  website, save it to your machine, then open it on
  your machine, and print it as notes pages.
• Read ch. 1

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4-2, Attention and Comprehension Read ch. 2.
Homework 1 should be prepared for
class.   Homework 1. Supply examples other than
from the text or class discussion for the
following 1. What is the difference between a
decision that begins with need recognition
versus opportunity recognition? Give an
example of each. 2. Give an example of a person
variable that affects consumer behavior. 3.
False beliefs may result from miscomprehension of
advertising. Give three reasons why consumers
might miscomprehend print ads for SUVs.
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Todays Agenda
Buyer Behaviorwhat and why? Scientific
Method The EBM Model of Buyer Behavior
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What is buyer behavior?

• Any human behavior relevant to consumption
• buying, using, planning, deciding, thinking, etc.
• perception/information processing
• attitudes/persuasion
• individual differences
• social influence
• organizational buying

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Why study buyer behavior?

• the marketing concept
• human behavior is interesting and important
• consumers protection