课程详述

COURSE SPECIFICATION

以下课程信息可能根据实际授课需要或在课程检讨之后产生变动。如对课程有任何疑问，请联

系授课教师。

The course information as follows may be subject to change, either during the session because of unforeseen

circumstances, or following review of the course at the end of the session. Queries about the course should be

directed to the course instructor.

课程名称 Course Title

消费者行为学 Consumer Behavior

授课院系

Originating Department

信息系统与管理工程系 Division of Information Systems & Management Engineering

课程编号

Course Code

MIS321

课程学分 Credit Value

课程类别

Course Type

专业选修课 Elective Course

授课学期

Semester

秋季 Fall

授课语言

Teaching Language

英文 English

授课教师、所属学系、联系方

式（如属团队授课，请列明其

他授课教师）

Instructor(s), Affiliation&

Contact

（For team teaching, please list

all instructors）

李媛媛，信息系统与管理工程系，liyy3@sustech.edu.cn

Yuanyuan Li, Division of Information Systems & Management Engineering,

liyy3@sustech.edu.cn

实验员/助教、所属学系、联系

方式

Tutor/TA(s), Contact

无 NA

10.

选课人数限额(可不填)

Maximum Enrolment

（Optional）

授课方式

Delivery Method

讲授

Lectures

习题/辅导/讨论

Tutorials

实验/实习

Lab/Practical

其它(请具体注明)

Other（Please specify）

总学时

Total

11.

学时数

2 （期中考试 Mid-

4（小组报告 Final

Credit Hours

term

Examination）

Presentation）

12.

先修课程、其它学习要求

Pre-requisites or Other

Academic Requirements

无 None

13.

后续课程、其它学习规划

Courses for which this course

is a pre-requisite

无 None

14.

其它要求修读本课程的学系

Cross-listing Dept.

无 None

教学大纲及教学日历 SYLLABUS

15.

教学目标 Course Objectives

本课程是一门关于消费者行为的本科课程。本课程旨在帮助学生掌握消费者行为领域的基本理论。通过本课程，学生不仅

能掌握有关消费者行为的理论，而且培养了理解实验原理和因果关系的能力。小组报告还将加强学生的团队合作能力和批

判性思维。

This class is an undergraduate course on consumer behavior. This course intends to help students to grasp the

fundamental theories in consumer behavior domain. Through this course, students not only acquire theories on

consumer behavior, but also develop the capability to understand the rationale of experiments and causal relationships.

Cooperation, teamwork and critical thinking should be strengthened by group presentation.

16.

预达学习成果 Learning Outcomes

1. 学生将学习有关消费者行为的基本理论。

2. 学生们将运用有关消费者的知识进行思考。

3. 学生将以小组为单位进行合作和报告。

1. Students will acquire fundamental theories about consumer behaviour.

2. Students could apply the knowledge about consumers to make nudges.

3. Students will work as a team, and present group works.

17.

课程内容及教学日历（如授课语言以英文为主，则课程内容介绍可以用英文；如团队教学或模块教学，教学日历须注明

主讲人）

Course Contents (in Parts/Chapters/Sections/Weeks. Please notify name of instructor for course section(s), if

this is a team teaching or module course.)

课程 1 - LESSON 1. 课程导论 Introduction: Buying, Having and Being

课程 2 - LESSON 2. 消费者行为学研究方法 Research methods in Consumer Behaviour

课程 3 - LESSON 3. 感知 Perception

课程 4 - LESSON 4. 学习 Learning

课程 5 - LESSON 5. 记忆 Memory

课程 6 - LESSON 6. 知识可得性 Knowledge Accessibility

课程 7 - LESSON 7. 知觉的影响 Effects of Sensory Factors

课程 8 - LESSON 8. 消费者推断 Consumer Inference

课程 9 - LESSON 9. 动机 Motivation

课程 10 - LESSON 10. 情感 Affect

课程 11 - LESSON 11. 自我：思想、性别和身体 The Self: Mind, Gender and Body

课程 12 - LESSON 12. 期中考试 Mid-term Examination

课程 13 - LESSON 13. 个性、生活方式和价值 Personality, Lifestyles and Values

课程 14 - LESSON 14. 自我调节 Self-regulation

课程 15 - LESSON 15. 态度改变与说服 Attitude Change and Persuasion

课程 16 - LESSON 16. 决策 Decision Making

课程 17 - LESSON 17. 购买、使用和处理 Buying, Using and Disposing

课程 18 - LESSON 18. 行为定价 Behavioural Pricing

课程 19 - LESSON 19. 团体和社交媒体 Groups and Social Media

课程 20 - LESSON 20. 收入和社会阶层 Income and Social Class

课程 21 - LESSON 21. 亚文化 Subcultures

课程 22 - LESSON 22. 消费者和社会福利 Consumer and Social Well-Being

课程 23 - LESSON 23. 小组报告 Final project presentation

课程 24 - LESSON 24. 小组报告 Final project presentation

18.

教材及其它参考资料 Textbook and Supplementary Readings

教材 Textbook

消费者行为学 12 版(Consumer Behaviour: Buying, Having, and Being)，工商管理经典译丛·市场营销系列，中国人民大

学出版社， ISBN：9787300260549

Supplementary readings:

Nudge: Improving Decisions about Health, Wealth, and Happiness. Richard Thaler and Cass Sunstein (2009)

Predictably Irrational: The Hidden Forces That Shape Our Decisions. Dan Ariely (2010)

课程评估 ASSESSMENT

19.

评估形式

Type of

Assessment

评估时间

Time

占考试总成绩百分比

% of final

score

违纪处罚

Penalty

备注

Notes

出勤 Attendance

根据学生的出勤，将按

照以下标准在学生最终

成绩中增加额外的分

数：全勤=10 分；缺勤

1 天=7 分；缺勤 2 天

(仅 2 天)=5 分

According to your

attendance the

following extra credit

will be added to YOUR

final grade: PERFECT

attendance, no days

missed = 10 points;

ONE (and only one)

absence = 7 points;

TWO (and only two) =

5 points

只是在出勤表中

签名而后离开的

学生将被标记为

缺勤。

不要忘记在出勤

表中签字。一旦

出勤表中你的签

字处为空白，你

当天将被视为缺

勤。

Those that just

sign the

attendance log

and then leave

class shall be

marked absent.

Do NOT forget

to sign the

attendance log.

Once your

unsigned field

receives the

“blank mark”

you are officially

counted absent

for that day!

课堂表现

Class

Performance

根据学生的课堂表现以

及小组活动表现进行额

外的加分，课堂加分的

时机不提前告知。

There will be

opportunities to earn

extra credit during the

course through in-

class assignments and

group activities. These

opportunities will be

unannounced.

小测验

Quiz

课程项目 Projects

平时作业

Assignments

期中考试

Mid-Term Test

第 12 次课程

Lesson 12

缺勤期中考查的

学生无法获得该

部分成绩。

A student

missing the mid-

term

assessment will

lose the score in

this part.

期末考试

Final Exam

期末报告

Final

Presentation

第 23、24 次课程

Lesson 23 and 24

没有参加小组展

示的学生无法获

得该部分成绩。

A student

missing the

group

presentation will

lose the score in

this part.

其它（可根据需要

改写以上评估方

式）

Others (The

above may be

modified as

necessary)

研究计划

Research proposal

没有提交研究计

划的学生将直接

挂科处理。

A student who

does not submit

research

proposal will be

given a failing

grade for the

course.

20.

记分方式 GRADING SYSTEM

 A. 十三级等级制 Letter Grading

 B. 二级记分制（通过/不通过） Pass/Fail Grading

课程审批 REVIEW AND APPROVAL

21.

本课程设置已经过以下责任人/委员会审议通过

This Course has been approved by the following person or committee of authority