本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】
「身為消費者，怎能不瞭解消費者心理與行為~~想要聰明消費嗎? 行銷策略背後如何運用消費心理?」 消費者是整個行銷溝通策略的核心，從辨識消費者的需求/欲求開始，直到達成消費者滿意的目標，所有行銷策略的擬定，包括市場區隔策略、定位策略和行銷組合(4P)，都必須根據對於消費者心理與行為的正確闡釋與解讀，才能夠據以形成一個有效的行銷溝通策略。因此，本課程將會涵蓋許多與消費者心理和行為學相關的議題，尤其著重於相關理論的討論與解析，試圖以理論之觀點解釋形形色色消費者行為背後之運作機制。 As a consumer, do you really understand consumer psychology and behavior? Do you want to engage in smart consumption? How can you use consumer psychology to create marketing strategies? Marketing communication strategies begin and end with the consumer, that is, from identifying consumers’ wants and needs to delivering customer satisfaction. The plan and effects of all marketing strategies, including market segmentation strategy, positioning strategy, and marketing mix (4P), are based on a correct understanding and interpretation of consumer psychology and behavior. Accordingly, this course will cover a number of topics and areas that are essential for those seeking to understand and influence consumer psychology and behavior. Although theoretical concepts play an important role in this course, the focus of the material covered in class will mainly be on its pragmatic implications for marketing practice, and, in particular, the formulation and implementation of marketing communication strategies.
The following are the four objectives of the course: (1) Developing an understanding of the basic knowledge and concepts of consumer psychology and behavior, and using these concepts in daily life (2) Understanding the popular theories and topics discussed in the field of consumer psychology and behavior through the reading and discussion of the latest journal articles; analyzing the possible application and implications of the theories through classroom discussion (3) Identifying the hot concepts/constructs currently being discussed by the academic community and learning how to conduct consumer behavior research; there will be a special focus on the discussion of experimental methods (4) Applying related theories and concepts/constructs to develop feasible future research and propose preliminary research plans ＊Core purpose: This course is designed to help graduate students find interesting theories, variables, and research topics; identify research gaps and develop feasible research; and think about cross-domain theoretical applications.
授課方式 Teaching methods
本課程進行方式主要由 (1) 教師講授、分析、(2) 小組報告與討論、(3) 個人重點摘要報告所構成。每週會有1篇指定的期刊論文，指定的期刊論文由小組同學負責上台報告，並針對該論文中的核心理論，搜尋另外2篇同樣應用該理論的學術論文，補充額外資料，至於其他同學則需撰寫paper評論單或課後心得報告 (附彈性方案設計)，思考可能的理論應用。個人重點摘要報告的部份，每週由2位同學負責，將指定中文期刊論文中的重點摘要分享，以迅速幫助修課同學認識更多消費者相關理論與重要變數。 期末報告則需運用課程所教授過的理論，撰寫研究計畫 The course is mainly composed of: (1) teacher’s lectures and analysis; (2) group report and discussions; and (3) personal summary reports. The basic knowledge covered in this course will be conveyed through lectures by the instructor; it will provide students the foundation to engage in consumer research and related marketing practices. The readings from the assigned academic papers will also form the background for discussions in class. One journal paper will be assigned every week; a group of students needs to make a detailed presentation of the assigned paper and, to provide more information, search for 2-3 academic papers that apply the core theory of the assigned paper. Other students are required to write a paper review sheet that proposes relevant research questions and considers possible theoretical applications. The report group needs to initiate discussions and answer questions posed by other students and the instructor. As to the personal summary report, two students take responsibility each week. They should share the summary of the key points from the Chinese journal articles, thereby helping the classmates to understand better consumer-related theories and important variables. The final report (term paper) requires the use of the theory taught in the course to write a research proposal.
參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
鄭毓煌、蘇丹 (2015)，理性的非理性：誰都逃不過的10大心理陷阱，智勝文化 (subject to change) 1. 林建煌 (2019)，消費者行為 (6版)，華泰。 2. Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being (13版). 華泰。 3. Mothersbaugh, Hawkins, & Kleiser (2020), Consumer Behavior: Building Marketing Strategy (14版). 華泰文化 4. Hoyer, W. D., Macinnis, D. J. and Pieters, R. (2012), Consumer Behavior, Baker & Tayl, U.S.A. 5. Mcdonald, M. and Ponting, J. (2013), Social Psychology and Theories of Consumer Culture, Routledge, U.S.A. 6. Belk, R. W., Askegaard, S., and Scott, L. (2012), Research in Consumer Behavior, Baker & Tayl, U.S.A. 7. Jansson-boyd, C. (2010), Consumer Psychology, Baker & Tayl, U.S.A. 8. Underhill, Paco (2000), Why We Buy: The Science of Shopping, Simon & Schuster, U.S.A. 9. 白滌清 (2012)，消費者行為，華泰。 期刊文章出處: 臺大管理論叢、管理學報、管理評論、中山管理評論、管理與系統、Journal of Consumer Research、Journal of Consumer Psychology、Psychology & Marketing 等頂尖國內外期刊。
彈性暨自主學習規劃 Alternative learning periods
本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）
Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?
否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。 No：The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)
是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。 Yes：The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).
學生彈性或自主學習活動 Alternative learning periods
勾選或填寫規劃內容 Place a check in the appropriate box or provide details
時數 Number of hours
學生分組實作及討論 Group work and discussion
參與課程相關作業、作品、實驗 Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽 Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀 Extracurricular reading
線上數位教材學習 Learning with online digital learning materials
其他（請填寫規劃內容） Other (please provide details)
每週課程內容及預計進度 Weekly scheduled progress
週次
日期
授課內容及主題
Week
Date
Content and topic
1
2021/02/21~2021/02/27
課程介紹 (subject to change; 每週指定之paper待上課時宣佈)
2
2021/02/28~2021/03/06
消費者行為與消費者研究
3
2021/03/07~2021/03/13
JCR運用1
4
2021/03/14~2021/03/20
JCR運用2
5
2021/03/21~2021/03/27
表情符號與社會知覺 Service with emoticons: How customers interpret employee use of emoticons in online service encounters
6
2021/03/28~2021/04/03
浪漫刺激與食物消費 A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets
※系所學生專業能力 Basic disciplines and core capabilities of the department
1具備良好的理解、表達、與溝通能力。 1 With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.
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2.具備行銷傳播學業知識與技能，並有效分析與解決問題。 2. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.
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3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.
4.發揮領導與團隊精神，能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.
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5.具備專業倫理觀念，明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skills
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2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities
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3.終身學習能力。 3. Lifelong learning
4.倫理與社會責任。 4. Ethnics and social responsibility
5.美感品味。 5. Aesthetic appreciation
6.創造力。 6. Creativity
7.全球視野。 7. Global perspective
8.合作與領導能力。 8. Team work and leadership
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature