1. Week 1 - Introduction 4 items
    1. TEXT (Blythe)

      • Chapter 1 (importance of CB)
      • Chapter 3 (decision making process)

      Note: They come at it from a pretty different angle than we do, but compare and triangulate!

    2. Of 2 Minds: How Fast and Slow Thinking Shape Perception and Choice [Excerpt] - Daniel Kahneman

      Webpage Essential A really good read for explaining what system 1 and system 2 thinking is

    3. Conceptual Consumption - Dan Ariely, Michael I. Norton 01/2009

      Article Essential You don't need to get through all the details of this (it's very dense and has lots of details). At this level it's plenty for you to wrap your head around their main point, and a few examples of it that speak to you the most.

    4. Evolving to a New Dominant Logic for Marketing - Stephen L. Vargo, Robert F. Lusch 01/2004

      Article Further This article never ever uses the term "core benefit", but if you are a little bit clever you will be able to see how it is really what they are talking about regardless. Free hint: Lecturers love it when you are able to work out clever links between ideas. We LOVE it. And tend to give it pretty high marks when you pull it off well.

  2. Week 2 - Motivation 5 items
    1. Textbook Chapter 6 ("Drives, Motivation, and Hedonism"). There's a considerable degree of overlap between things talked about here, and what we talk about in class - not perfect, but then we are studying people here, and people are messy MESSY creatures.

    2. Shopping Goals, Goal Concreteness, and Conditional Promotions - Leonard Lee, Dan Ariely 06/2006

      Article Recommended You don't need to follow all the mechanics of how the studies are done (here, or in the other ones), or especially how the statistical analyses are done. But the intro and discussion sections should be pretty informative for you.

    3. Engaging the consumer: The science and art of the value creation process - E. Tory Higgins, Abigail A. Scholer 04/2009

      Article Recommended This is a very dense article, that you will find hard to read, but at the same time, it's not quite as hard as it seems. Try to be patient with pulling out the big picture, and don't get lost in the endless details, or stuck too much on trying to remember all of the psychology jargon. Think about what we talked about in class, and see what you can pull out that supports or elaborates on those ideas. It's also full of excellent examples and illustrations of different parts of the theory.

    4. The Small-Area Hypothesis: Effects of Progress Monitoring on Goal Adherence - Minjung Koo, Ayelet Fishbach 01/10/2012

      Article Further A good example of how the principles we have discussed can apply (their explanations may also help you nail down our principles a bit better in places).

    5. The Devaluation Effect: Activating a Need Devalues Unrelated Objects: Figure 1 - C. Miguel Brendl, Arthur B. Markman, Claude Messner 03/2003

      Article Further We don't talk about this one directly in class, but it's another cool example of how people's level of attention shifts with what they are trying to do. NOTE: I would argue that where they use the word "need" here, they should probably really say "goal". You can ACTIVATE the GOAL to eat, by drawing people's attention to their UNMET NEED

  3. Week 3 - Memory, Perception, & Attention 6 items
    1. Textbook

      • Chapter 8 (Perception)
      • Chapter 9 (Learning and Knowledge)

    2. The Spacing Effect: Enhancing Memory for Repeated Marketing Stimuli - Hayden Noel 2006-1

      Article Recommended As with many of these articles, pay more attention to their literature review, and summary of an area of understanding, than the finer points of how they constructed and analyzed their particular data set (unless that particularly interests you, of course!)

    3. How to Make a 29% Increase Look Bigger: The Unit Effect in Option Comparisons - Mario Pandelaere, Barbara Briers, Christophe Lembregts 01/08/2011

      Article Recommended A great example of the type of effect we are discussing. Don't worry about all of the details of the experiments they ran, just see if you can wrap your head around the basic finding.

    4. The 30-Sec Sale: Using Thin-Slice Judgments to Evaluate Sales Effectiveness - Nalini Ambady, Mary Anne Krabbenhoft, Daniel Hogan 2006-1

      Article Recommended Note: "Dual Process" means "system 1 vs. 2" in our language.

    5. Branding the brain: A critical review and outlook - Hilke Plassmann, Thomas Zoëga Ramsøy, Milica Milosavljevic 2012-1

      Article Further This is a very difficult, technical read. Unless you have a neuroscience background, most of the details probably won't make much sense to you - but that's fine. Skim through and see what meaning you CAN pull out, letting the technical details go.

    6. Can a dead brand live again?

      Webpage Further Really interesting news story about the fuzziness of memory, and a trick someone has found for exploiting it to sell stuff. A fun read too.

  4. Week 4 - Self 8 items
    1. Textbook: Chapter 7, "Self" (bet you didn't see that one coming).

      Note that the self is a HUGE topic. There are hundreds of books and tens of thousands of articles exploring different parts of it. The textbook gives you a quick overview that brushes on quite a lot of different areas of it. In class we will go deeper into only a few of them, but it's worth scanning through to look for parts that reinforce what we do talk about, and to give yourself some broader "peripheral vision" awareness of other areas.


      BTW, if you want a sense of how far back this goes, here's one of the classic incredibly influential works on self in sociology:

      Erving Goffman, The Presentation of Self in Everyday Life (New York: Doubleday, 1959). 

    2. Possessions and the Extended Self - Russell W. Belk 09/1988

      Article Essential This is a very long article, but it's very well written, and it's a classic - really THE foundational article for the study of self in CB. There's a lot in here, and you don't need to learn all of it - as ever, you need your critical reading and thinking and synthesising skills here.

    3. Brand Love - Rajeev Batra, Aaron Ahuvia, Richard P. Bagozzi 2012

      Article Essential You don't need to read all of it closely, but if you look through their model, you will start to see why I've attached it to the "self" topic, and why that is kind of a big deal.

    4. How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships - Martin Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara 2012-1

      Article Essential This describes the self-expansion model, and provides some evidence for it (you don't need to deeply understand all the brains stuff)

    5. Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers - C. Whan Park, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisingerich 11/2010

      Article Recommended I described study 4 (I believe) in the lecture - builds on the self-expansion model and provides evidence that attachment to a brand is different than just liking it a lot.

    6. Narrative Processing: Building Consumer Connections to Brands - Jennifer Edson Escalas

      Article Further How the self is built through narratives - don't have to read it super closely, but it's worth trying to pick up the general idea.

    7. WHY FACTS DON’T CHANGE OUR MINDS: New discoveries about the human mind show the limitations of reason. - Elizabeth, Kolbert

      Webpage Further I referenced this in class. It's a little bit of a tangent, but it's a *really* interesting one about how powerful the self is over us.

    8. Why Happy People Cheat A good marriage is no guarantee against infidelity. - Esther Perel 2017

      Webpage Further Yes, this really is an article about marriages between people, not brands. So you are probably wondering why on earth this is on a reading list about a) the self, and b) for a consumer behaviour course. Why. Is. It. Here? C'mon, admit it, the curiosity is killing you. Only one way to find out :)

  5. Week 5 - Emotions 7 items
    1. A Model Of Emotion-Driven Choice - Richard Elliott 04/1998

      Article Essential A fun thought-provoking read more than a technical one.

    2. Feelings-as-Information Theory - Norbert Schwartz 2010

      Chapter Essential You don't need to read this whole chapter (unless you really want to), but there's a lot of useful explanation in the first 12-14 pages, and then also some later headings that might be worth checking out (like "persuasion")

    3. Emotion and Decision Making - Jennifer S. Lerner, Ye Li, Piercarlo Valdesolo, Karim S. Kassam 03/01/2015

      Article Essential The main thing we are pulling out of this is the Appraisals Tendency Framework, but there is a LOT of stuff in here. It's written for a target audience of academics more than lay-people, but it's an excellent authoritative resource about research on emotions. By the way, they use the acronym JDM a lot. It stands for "Judgement and Decision Making", and is a big area in psychology research.

    4. River Magic: Extraordinary Experience and the Extended Service Encounter - Eric J. Arnould, Linda L. Price 06/1993

      Article Recommended Great example of complex emotions being consumed

    5. A multi‐method investigation of consumer motivations in impulse buying behavior - Angela Hausman 09/2000

      Article Further About how people can enjoy impulsive shopping. NOTE: Its mention of "self-actualization" again proves what a train-wreck that concept is.

    6. Consumer Emotional Intelligence: Conceptualization, Measurement, and the Prediction of Consumer Decision Making - Blair Kidwell, David M. Hardesty, Terry L. Childers 06/2008

      Article Further Pretty interesting stuff, no?

    7. The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. - Holbrook Morris B., Hirschman Elizabeth C. 1982

      Journal Further An oldie, but a classic. Makes the case that consumption is not all rational calculation.

  6. Week 6 - Culture 6 items
    1. Textbook Chapter 11 is on reference groups. 

    2. Getting Brand Communities Right. - Fournier, Susan; Lee, Lara 2009

      Article Essential Great read, and not a difficult one.

    3. How Brand Community Practices Create Value - Hope Jensen Schau, Albert M. Muñiz Jr. and Eric J. Arnould 2009

      Article Recommended Talked about this one in class quite a bit.

    4. Subcultures of Consumption: An Ethnography of the New Bikers - John W. Schouten, James H, McAlexander 1995

      Article Further Famous example of studying a famous consumption culture

    5. How brands become icons: the principles of cultural branding - Douglas B. Holt 2004

      Book Further Doug Holt is one of the ultra heavyweights of CB research

  7. Week 7 - Communications 3 items
    1. Textbook chapter 10 - attitude formation and change. See expecially the section on "Changing Attitudes" (p.320).


      Note that this takes a slightly different but very complementary approach to the one we do in lecture. This chapter is a good summary of the classical psychololgy literature on "attitutdes". In lecture we blend in more marketing logic, and newer understandings of situated cognition (that just means "thoughts within a situation/context"). A lot of newer research tells us that the difference between emotions and thoughts isn't nearly so clear as we used to believe, as they heavily blur together (the text does talk about this, especially towards the end, but we jump ahead, and take it to its logical conclusion, of not worrying so much about the distinction in the first place).

    2. Self‐Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration - Jennifer Edson Escalas 03/2007

      Article Recommended Find here: Really nice read. As always, we are using our article readings skill here, finding as much depth and meaning from it as useful to us.

  8. Week 8 - Pragmatics 6 items
    1. Behavioral Interventions Based on the Theory of Planned Behavior - Icek Ajzen 1985

      Article Essential Brief description of one of our key theories by one of the (VERY VERY FAMOUS) authors himself.

    2. “If You Can’t Dazzle Them with Brilliance, Baffle Them with Nonsense”: Extending the Impact of the Disrupt-Then-Reframe Technique of Social Influence - Bob M. Fennis, Enny H.H.J. Das, Ad Th.H. Pruyn 2004-1

      Article Recommended Again, use your article readings skills here. Don't try to parse every word and statistic - use it as a resource that describes some very cool things that have been found, and dip deeper only as needed.

    3. The sleeper framing effect: The influence of frame valence on immediate and retrospective judgments - Mathew S. Isaac, Morgan Poor 01/2016

      Article Recommended Makes a really interesting argument. The "sleeper effect" is something we haven't talked about, but it is heavily related to the memory model that we have discussed.

    4. From the Commercial to the Communal: Reframing Taboo Trade-offs in Religious and Pharmaceutical Marketing - A. Peter McGraw, Janet A. Schwartz, Philip E. Tetlock 01/06/2012

      Article Further Interesting mix of framing with sacred and taboo (see how these understandings cross-pollinate?

    5. The road traveled, the road ahead, or simply on the road? When progress framing affects motivation in goal pursuit - Jacob H. Wiebenga, Bob M. Fennis 2014-1

      Article Further How Framing interacts with goal pursuit

    6. How Lynton Crosby (and a dead cat) won the election: ‘Labour were intellectually lazy’ - Sam Delaney 20 Jan 2016

      Webpage Further A newspaper column that I referenced in the lecture. It's an opinion piece not science, and written about someone with a definite point of view... but also who has a track record with some big successes on it, so it's interesting.

  9. Week 9 - Automaticity 7 items
    1. Hyperbolic Discounting - Joseph P Redden

      Webpage Essential A nice short primer on Hyperbolic Discounting

    2. The Unconscious Consumer: Effects of Environment on Consumer Behavior - Ap. Dijksterhuis, Pamela K. Smith, Rick B. van Baaren, Daniël H.J. Wigboldus 2005-1

      Article Essential An article on the ways our environment influence us without us knowing it

    3. Scientists claim junk food is as addictive as heroin - Tom Laskawy

      Webpage Recommended A short sweet interesting read. Think about (dys)regulation!

    4. The Unbearable Automaticity of Being - John A. Bargh, Tonya L. Chartrand 01/10/1999

      Article Recommended An old paper, but a very famous classic (it's been cited more than 5,000 times!).

    5. Why can't more poor people escape poverty? - Jamie Holmes 06/06/2011

      Webpage Recommended Here's an interesting read on ego depletion

    6. Being poor changes your thinking about everything - Harold Pollack 13/09/2013

      Webpage Further Nice interview with a behavioural economist about how being poor changes the way you think

  10. week 10 - Happiness & Freedom 5 items
    1. Persistent pursuit of need-satisfying goals leads to increased happiness: A 6-month experimental longitudinal study - Kennon M. Sheldon, Neetu Abad, Yuna Ferguson, Alexander Gunz 2010-3

      Article Essential Describes one of the key things you were told about in the lecture. Also, you may recognize one of the authors.

    2. The Material Values Scale: Measurement Properties and Development of a Short Form - Marsha L. Richins 06/2004

      Article Recommended THE famous article on materialism

    3. If We Are So Rich, Why Aren't We Happy? - Mihalyi Csikszentmihalyi 1999

      Journal Further A very readable read.

    4. Doesn't describe any of our key theories, but fascinating nonetheless

    5. Achieving Sustainable Gains in Happiness: Change Your Actions, not Your Circumstances* - Kennon M. Sheldon, Sonja Lyubomirsky 03/2006

      Article Recommended One of the things I told you about in class