Download 17. Extremeness Seeking: When and Why Consumers Prefer the

PRESENTATION
A list of articles has been assigned as reading for each session. Students must read the
assigned articles in advance of each class.
Each student will act as the discussion leader, over the course of the seminar. On these
occasions, the discussant leader will have to prepare two things in advance of the class:
a. The discussion leader will prepare a summary of each of the articles assigned for
that session. The summary should contain (in bulleted form), the main
findings/contributions of that article. The discussion leader should also make
photocopies of these summaries for the other students in the seminar, and pass out
these summaries at the beginning of the class. These summaries will be very
useful memory aid later, in quickly reviewing the main findings in this area of
research.
b. The discussion leader will prepare 3 overhead slides for each assigned article: (a)
Key strengths of the article (theoretical/methodological) (b) Key weaknesses of
the article (theoretical/methodological), and (c) Promising future research arising
from the article. Each overhead should have bullet points, and the discussion
leader must be prepared to orally explain the ideas contained in the bullet points.
In class, the discussion leader will circulate the article summaries to the other students,
and then lead the discussion of each of the assigned articles. The discussion of a
particular article will commence with the discussion leader presenting the strengths and
weaknesses of the article. The discussion will then be opened up to the audience. The
quality of discussion leadership will be measured by the article summaries, and the
strength/weakness/future research analysis of the assigned articles
LIST OF TOPICS
1. Gender Identity in Consumer Behavior Research
2. Psychological drive behind consumer spending
3. Recent Studies of Time Pressure in CB
4. What your customer cant say
5. Effects of Music in a Retail Setting
6. Objects, Decisions, Considerations and self image in men's & women’s
impulse purchase
7. Effect of TV violence on memory of commercial messages
8. Conceptual framework of prestige seeking behavior
9. Symbolic Consumption
10. Consumer Online buying behaviour
11. Consequences of Unmet needs
12. The 8 truths of marketing to women
13. Generation Y: Purchasing power &implications for marketing
14.Values-Cues research
15. The Subconscious Mind of the Consumer (And How To Reach It)
16. Zaltman Metaphor Elicitation Technique or ZMET
17. Extremeness Seeking: When and Why Consumers Prefer the Extremes
18. Is Less Becoming More?
19. Harnessing the science of persuasion (HBS reading)
20. Eager Sellers and Stony Buyers: Understanding the Psychology of NewProduct Adoption (HBR on Point Enhanced Edition)
21. National Culture and Management (HBS note 9-394-177)
22. The Science of Shopping
23. Customer Value Propositions in Business Markets (HBR on Point Enhanced
Edition)
24. The Brand in the Hand: Mobile Marketing at Adidas (HBS case 905A24)
25.HBS Cases: How Magazine Luiza Courts the Poor
26. Adding Bricks to Clicks: The Effects of Store Openings on Sales through
Direct Channels
27. Neuro Economics: Science or Science Fiction?
28.Fixing Price Tag Confusion
29. What Happens When the Economics of Scarcity Meets the Economics of
Abundance?
30. The Framing Effect of Price Format
31. A Survey-Based Procedure for Measuring Uncertainty or Heterogeneous
Preferences in Markets
32. Information Dispersion and Auction Prices
33. Empirical Tests of Information Aggregation
34. What Customers Want from Your Products
35. When Product Variety Backfires
36. Where is Consumer Generated Marketing Taking Us?
37. The IPS Property
38. The Presentation of Self in the Information Age
39. Should You Sell Your Digital Privacy?
40. A Toolkit for Customer Innovation
41. In the Virtual Dressing Room Returns Are A Real Problem
42. Did Consumer Behavior Tracking Come of Age on September 11?
44. Why E-commerce Didn't Die With the Fall of Webvan
45. Is There Help for the Big Ticket Buyer?
46.The Mind of the Market: Extending the Frontiers of Marketing Thought
47. Mountain Dew: Selecting New Creative (HBS case 9-502-040)
48. Note on Behavioral Pricing (HBS note 9-599-114)
49. Pricing and the Psychology of Consumption (HBR OnPoint 1814)
50. Tweeter, Etc. (HBS case 9-597-028)
51. TIVO in 2002: (HBS case 9-502-062)
52. Relationship Marketing Meaning of relationship marketing, Implications
53. Consumerism and Public Policy
54. Meaning, Rights of Consumers; Institutions and their role; Ethical, Safety and
environmental issues; Consumer protection acts
55. Consumer Behaviour and E-business
56. On line buyer behaviour; Consumer decision making process on the Net.
57. Consumer Research with special reference to syndicated research