MGT397: Consumer psychology
| Module Code: MGT397 | Coursework Code: 1 | ||||||||||||||||||||||||||||||||||||||||||||||||
| Module Title: Consumer psychology | |||||||||||||||||||||||||||||||||||||||||||||||||
| Date Available: April 2020 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Submission details: Deadline: Monday 8th June 2020, 12pm (noon) Electronic submission only through BLACKBOARD/MOLE Students should note that the time of submission is taken from once the document has been successfully uploaded and confirmed – this may take more than five minutes during busy periods. Late penalties will be applied to any work submitted from 12.01pm on 8th June 2020 onwards. Details of how to calculate a late penalty can be found in the UG Handbook. It is the student’s responsibility to ensure the document/file has uploaded successfully. When submitting students must:
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| Contribution to Final Mark for Module: 100% |
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| Maximum Word Length: 2000 words excluding title page, contents page, references section, bibliography. This word limit includes the content of any tables, diagrams etc. but excludes the reference list. No appendices are allowed. If you exceed the word length you will be penalised. For details see the Management School Handbooks |
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| Requirements: This assessment requires you to reflect on your own recent purchases and to analyse your behaviour using consumer psychology models, theories and techniques etc. learnt during the course of the module. To begin, choose two recent purchases (in the last year), one from each of the two categories below: 1. A product or service that you bought for yourself. 2. A product or service that you bought for somebody else. For each of these purchases you must reflect on why and how you made the purchase using the theories, models and areas we have covered in the module. For each purchase highlight and apply, models/theories/areas that explain your purchase the best. Make sure you choose different theories/models for each of the purchases. Through the application of models/theories etc. you will be able to dissect and scrutinize various aspects of your decision making processes and should be able to comment on various aspects such as conscious or unconscious influences, planned or impulsive/ irrational aspects, emotional or cognitive components and ethical or unethical elements etc. You are not required to conclude on whether your decisions or purchases were correct or incorrect. Theories/models which were discussed in the lectures do not need explanations or descriptions in your assignment. The focus is on application on these in your reflection. You must use at least one theory/model covered in the lectures in your assignment. You can also include other theories/models and examples of consumer research from your additional reading from journal articles. If you use a theory/model, which has not been covered in the lectures, you will need to explain this briefly in the assignment. However, be aware that lengthy descriptions or inclusion of too many new theories or results of too many studies of consumer research will use your word count quickly. You can also draw on non-academic literature such as industry examples and case studies. A word count breakdown is suggested below along with the general structure of the assignment. However, this breakdown of words and structure is simply a guide; you may choose to present your assessment in a different format if you feel this is appropriate. For each assignment section use both numbers and a heading/subheading and signpost that you have covered both types of purchases and which theories you are using to explain each one. 1. Introduction: approx. 100 words 2. Background for the product/service you bought for yourself (when did you buy it, what specifically did you buy, where were you when you made the purchase, where you alone etc.): approx. 150 words 3. Reflection of the decision making process for the product/service you bought for yourself. This reflection must include a reflection on issues related to ethics or sustainability aspects of your product/service and your own decision: approx. 750 words. 4. Background for the product/service you bought for somebody else (when did you buy it, what specifically did you buy, where were you made the purchase, where you alone etc.): approx. 150 words 5. Reflection of the decision making process for the product/service you bought for somebody else. This reflection must include a reflection on issues related to ethics or sustainability aspects of your product/service and your own decision: approx. 750 words. 6. Conclusion: approx. 100 words.
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| Referencing: you must reference your work correctly using the Harvard method. Failure to do so will result in the deduction of marks and possible proceedings under the University’s Regulations as to the Use of Unfair Means | |||||||||||||||||||||||||||||||||||||||||||||||||
| Independence of working: You are reminded of the University’s Regulations on the Use of Unfair Means, which are outlined in the School’s Handbooks. Should you be found to be in breach of them you will be subject to disciplinary procedures. |
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| Other Submission Details: NA |
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