NTU Course
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Seminar in Consumer Behavior of Creative Goods

Offered in 112-2

  • Serial Number

    66225

  • Course Number

    LIS5106

  • Course Identifier

    126 U1690

  • No Class

  • 3 Credits

  • Elective

    GRADUATE INSTITUTE OF LIBRARY AND INFORMATION SCIENCE

      Elective

    • GRADUATE INSTITUTE OF LIBRARY AND INFORMATION SCIENCE

  • TANG MU-QUN
  • Mon 9, 10, A

  • 圖資研討2A

  • Type 2

  • 10 Student Quota

    NTU 4 + non-NTU 6

  • No Specialization Program

  • Chinese
  • NTU COOL
  • Core Capabilities and Curriculum Planning
  • Notes

  • NTU Enrollment Status

    Enrolled
    0/4
    Other Depts
    0/0
    Remaining
    0
    Registered
    0
  • Course Description
    Rarely do we acquire a creative good after experiencing it in its entirety. Individuals often learn about a work from partial information (e.g., reviews, word-of-mouth, summaries, abstracts), leading to inevitable uncertainty in predicting the content and our preference for a work. Background information about a work, such as its authorship, provenance, and interpretive narratives, not only serves as a decision aid but also provides the necessary means that pique our interest and enhance our appreciation of it. The nature of uncertainty experienced by users is likely to change in a digital environment. While perusing the content of a work is limited in an online setting, novel decision aids such as user reviews and recommender systems are becoming increasingly prevalent to reduce decision uncertainty and promote serendipitous information encounters.
  • Course Objective
    This course is designed to explore various aspects of our judgment and appreciation of cultural consumption. To equip students with the necessary analytic tools for user decision-making, a survey of relevant literature in social psychology, human-computer interaction (HCI), and consumer behavior will be provided, with a special focus on their implications for explaining and predicting the decision-making of information users. It is hoped that a better understanding of how users assimilate and combine various information cues in their environment will provide valuable insights into the design of information services capable of reducing search efforts and uncertainty, thereby promoting higher user satisfaction.
  • Course Requirement
  • Expected weekly study hours after class
  • Office Hour
  • Designated Reading
  • References
    Caves, R. E. (2002). Creative Industries. Harvard University Press. Centola, D. (2010). The spread of behavior in an online social network experiment. Science, 329(5996), 1194-1197. Easley, D and J. Kleinberg (2006). Networks, Crowds, and Markets: Reasoning About a Highly Connected World. Cambridge University Press, 2010. Goldman, A. I. (1999). Knowledge in a Social World. Oxford. Hodges, D. (2010). Music in the human experience: An introduction to music psychology. Routledge. Holbrook, M. B., & Addis, M. (2008). Art versus commerce in the movie industry: a Two-Path Model of Motion-Picture Success. Journal of Cultural Economics, 32(2), 87-107 Kahneman, D. (2003). A perspective on judgment and choice. American Psychologist, 58, 697-720. Kahneman, D. (2011). Thinking, fast and slow. Allen Lane. Hastie, Dawes (2001). Rational choice in an uncertain world: the psychology of judgment and decision making. Sage. Hardman, D. (2009). Judgment and Decision Making. Wiley-Blackwell. l Sheth, J. N. and Mittal, B. (2004). Customer Behavior: a managerial perspective. Thomson. Shapiro, C., Varian, H. R., & Carl, S. (1998). Information rules: A strategic guide to the network economy. Harvard Business Press. Bayard, P. (2007). How to talk about books you haven't read. Bloomsbury. Mittal, B. (2004). Lack of Attribute Searchability: Some thoughts. Psychology and Marketing, 21(5), 443. Van Laer, T., De Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers' narrative transportation. Journal of Consumer research, 40(5), 797-817. Chmiel, A., Milne, A. J., Dean, R. T., & Schubert, E. (2022). Increasing music preference through guided self-framing: A comparison of historical and imaginative approaches. Psychology of Aesthetics, Creativity, and the Arts. Margulis, E. H., Kisida, B., & Greene, J. P. (2015). A knowing ear: The effect of explicit information on children’s experience of a musical performance. Psychology of Music, 43(4), 596-605.
  • Grading
    50%

    Empirical research review

    Each student will present 3-5 empirical studies (See the class schedule for the date for presentation). This assignment is designed to help familiarize you with the actual user study procedures. The review should consist of the following basic elements of empirical research: a. Research questions b. Theoretical framework c. Hypotheses d. Methodology e. Design f. Findings g. Critiques: strengths and potential flaws (e.g. threats to external or internal validity) For this assignment, you can opt to either work independently or in groups. No written report for this assignment. Prepare a 15~20 minutes PowerPoint presentation and a 5~10 minutes Q&A session. The PowerPoint file is to be posted on the class website, along with the link to the full text of the article reviewed, one day before the date on which your presentation is scheduled. All should have the full-text (electronic or paper) of the article reviewed on hand at the time of its presentation.

    40%

    Term paper

    Each student will write a research proposal that is informed by theories or empirical studies introduced in the class, which is due at the end of the semester. As the focus of the paper will be the methodology, a lengthy literature review is not required. It will be a user study that consists of the following components: a. Identify and present an "exemplar paper" you wish to base your study on b. Theoretical framework and problem statement (1-2 pages) c. Study objectives (1-2 pages) d. Research Questions (1-2 pages) e. Research procedures (methodology, design, instruments) (4-8 pages) f. Expected difficulties (1-2) pages g. Presentation of the project to the class In preparation for the term paper, each should present an "exemplar paper" two weeks before the final presentation is due. The exemplar paper is a work you believe can set as an example of what you plan to study in your research proposal.

    10%

    Participation

    You will be evaluated on your attendance and participation in class discussions. Each student is expected to join the discussion on course materials and give feedback on fellow students’ presentations.

  • Adjustment methods for students
  • Course Schedule
    2/19Week 1Orientation
    2/26Week 2Information Good Attributes; experience goods
    3/4Week 3Cultural Market: Unpredictability and uncertainty; The real relationship between your age and your chance of success
    3/11Week 4Hedonic and experience goods
    3/18Week 5Wanting and liking
    3/25Week 6Consumer knowledge and cultural capital: casual consumers and buff Paul Bloom on the origins of pleasure
    4/1Week 7Narrative and meta-information
    4/8Week 8Recommendation System
    4/15Week 9The Peak-End Rule Kahneman on experiencing happiness
    4/22Week 10Preference Structure
    4/29Week 11Personality and preference
    5/6Week 12Decision-making and cue judgment
    5/13Week 13eWOM: Attribution theory and confirmation bias
    5/20Week 14Presentation of “exemplar article”
    5/27Week 15Discussion of your final project
    6/3Week 16Final Presentation