Graduate Study - Faculty of Economics and Social Sciences
Management PhD

Code Name Level Year Semester
BUS 645 Current Issues in Consumer Behavior Graduate 1 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
7.5 497 English

Instructor Assistant Coordinator
Teoman DUMAN, Prof. Dr. Teoman DUMAN, Prof. Dr.
[email protected] no email

The purpose of this course is to explore theoretical concepts of consumer behavior. As well as covering subjects such as perception, learning, motivation, values, personality, attitudes, decision making and cultural issues in the classroom environment, a consumer research study will be conducted by the students during semester to have a chance of experiencing theoretical subjects in the marketing environment.

  1. Keller, K. L. (2008). Strategic Brand Management: Building, Measuring and Managing Brand Equity. 3rd edition. Pearson: Upper Saddle River, New Jersey. Chapter: 2.
  2. Spiggle, S. and Sewall, M. A. (1987). A Choice Sets Model of Retail Selection. Journal of Marketing, 51(April), 97-111.
  3. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose and findings. Journal of Marketing, 60(October), 7-18.
  4. Gutman, J. (1984). Analyzing Consumer Orientations Toward Beverages Through Means-End Chain Analysis. Psychology and Marketing, 1, 3/4, 23-43.
  5. MacInnis, D. J. and Jaworski, B. J. (1989). Information Processing from Advertisements: Towards an Integrative Framework. Journal of Marketing, October, 53, 1-23.
  6. Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July), 2-22.
  7. Sirohi, N., Mclaughlin, E. D., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
  8. Sirakaya, E. & A. G. Woodside (2005). Building and Testing Theories of Decision Making by Travellers. Tourism Management, 26(6), 815-832
  9. Duman, T. & A. Mattila (2005). The Role of Affective Factors on Perceived Value: An Examination in an Experiential Service Environment. Tourism Management, 26(3), 311-323.
  10. Fishbein, M., & Ajzen, I. (1975). Beliefs, Attitude, Intention and Behavior: An introduction to theory and research. Reading, MA: Addison Wesley.
  11. Izard, C. E. (1977). Human emotions. Plenum Press: New York.
  12. Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of consumption experience: Evaluation, feeling and satisfaction. Journal of Consumer Research, 20(December), 451-466.

  1. Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(Spring), 12-40.
  2. Fodness, D. (1994). Measuring tourist motivation. Annals of Tourism Research, 21(3), 555-581.

  1. Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  2. Bollen, K. A. (1989). Structural equations with latent variables. New York: Wiley.
  3. Byrne, M. B. (2001). Structural equation modeling with AMOS: Basic concepts, applications and programming. Mahwah, NJ: Erlbaum.
  4. Comrey, A. L., & Lee, H. B. (1992). A First Course in Factor Analysis (2nd ed.). Hillsdale, NJ: Erlbaum.
  5. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (Fifth Edition). Upper Saddle River, NJ: Prentice Hall, Inc.
  6. MacCallum, R. C., Widaman, K. F., Zhang, S. & Hong, S (1999). Sample size in factor analysis. Psychological Methods, 4(1), 84-99.
  7. Reisinger, Y., & Turner, L. (1999). Structural equation modeling with Lisrel: Applications in tourism. Tourism Management, 20, 71-88.
  8. Tabachnick, B. G., & Fidell, L. S. (1996). Using multivariate statistics (3rd Ed.). New York: Harper Collins College Publishers.

  • Practical Sessions
  • Project
  • Assignments
Description (%)
Method Quantity Percentage (%)
Term Paper50
Total: 100
Learning outcomes
  • Understanding theory building in consumer research
  • Understanding core theories of consumer behavior
  • Designing a research study to develop theory in consumer behavior
  • Analyzing data to develop consumer behavior theory
  • Writing a research paper
  • Schiffman L. G. and Kanuk, L. L. (2007). Consumer Behavior. 9th edition. Pearson: Upper Saddle River, New Jersey.

ECTS (Allocated based on student) WORKLOAD
Activities Quantity Duration (Hour) Total Work Load
Lecture (14 weeks x Lecture hours per week)16116
Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)805400
Midterm Examination (1 week)9981
Final Examination(1 week) 0
Preparation for Midterm Examination 0
Preparation for Final Examination1050
Total Workload: 497
ECTS Credit (Total workload/25): 20