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CMHT 5440 Consumer Theory

Course guide for CMHT 5440

Module 1 Readings

Read this article first: For some of you, this may be your first course in the graduate program, and this article will be helpful as you learn to read scholarly articles quickly and efficiently.

Dennis, D. (2017, September 2014). How to read scientific papers quickly and efficiently.  Retrieved at:

Additional readings: 

Alegre, J., & Juaneda, C. (2006).  Destination loyalty:  Consumers’ economic behaviorAnnals of Tourism   Research, 33(3), 684-706.

Bray, J.P. (2008).  Consumer Behaviour Theory:  Approaches and models. Monograph discussion paper.  Retrieved at:

Davis, F.D. (1980).  Perceived usefulness, perceived ease-of-use, and user acceptance of information technologyMIS Quarterly, 13, 318-341.

Kulviwat, S., Bruner, G.C. II, Kumar, A., Nasco, S.A., & Clark, T. (2007). Toward a unified theory of  consumer acceptance technologyPsychology and Marketing, 24(12), 1059-1084.

Martin, D. & Woodside, A. (2017). Learning consumer behavior using marketing anthropology methods.    Journal of Business Research, 74. 110-112.

Proksch, M., Orth, U.R., & Cornwell, T.B. (2015). Competence enhancement and anticipated emotion as motivational drivers of brand attachment. Psychology & Marketing, 32(9), 934-949.

Thompson, C. J. (2004). Marketplace mythology and discourses of powerJournal of Consumer Research, 32, 162-180.  doi:10.1086/383432

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