Understanding Consumer Behaviour

Consumer Behavior. Understanding Consumer Behaviour
Answer all of 5 short questions using module theories and consumer behaviour concepts and
examples.
The word limit is 180-220 words for each answer. In text-citations are included in the word limit
(but the reference list is excluded from the word count). Referencing should follow the APA
referencing style.
Answer all of the following short questions using module theories and consumer behaviour concepts and examples.
The word limit is 180-220 words for each answer. In text-citations are included in the word limit (but the reference list is excluded from the word count). Referencing should follow the APA referencing style.

1. How would you explain why it is that we human beings seem in a state of continuous dissatisfaction with the appearance that we were born with? Marketers attempt to reinforce consumers’ striving to become ‘ideal selves’. How can policy makers intervene in this process to protect consumers?
2. Why would a marketer consider saying negative things about their product? When is this strategy feasible? Can you find examples of it?
3. You are the marketing manager of a clothing line that aims to take on Hollister and other retailers who trade on in-store atmospherics reinforced by the conspicuous presence of nicely dressed store assistants. You wish to distinguish your brand while attracting customers from a young and affluent demographic. What differential perceptual strategies might you use to attract these customers through your door?
4. Discuss how men have been portrayed in advertising and how these portrayals affect consumer Provide examples that are relevant to the field of marketing to illustrate your answer.
5. A government agency wants to encourage the use of designated drivers by people who have been drinking. What advice could you give the organisation about constructing persuasive communications? Discuss some factors that might be important, including the structure of the communications, where they should appear and who should deliver Should fear appeals be used, and if so, how?

Questions for these 5:

• How many references and how many examples are expected per question?
  The assignment asks for short answers to short questions, so you are not expected to provide a long list of references and too many examples. It is not a matter of quantity but a matter of quality/relevance i.e. a matter of using a few relevant sources and include more analysis along with a few 2-3 relevant examples.
• Can we use material outside the lecture slides?
  In justifying your arguments, you can use material not discussed in the class or in the textbook but please provide the relevant references.
• How much of the answer should be theory compared to examples?
  As discussed in the revision slides regarding the marking criteria, you will be assessed on how well you identify the relevant module concepts/theories and apply them (through a few relevant examples) in answering the questions.
• How best can we structure our answers? Should there be an introduction and conclusion or just directly answer the question?
  As these are short answers, it is difficult to structure them in terms of an essay (unless with a very short introduction and a very short conclusion), so you can focus on directly answering each short question.
• Should we include a bibliography after each answer, or should we include all references at the end under one bibliography?
  You can include all references at the end under one bibliography.
• Can we write in the first person?
  Yes you can but please try to consider other possible perspectives i.e. not only your own consumption experiences.