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Essay (3,000 Words) Instructions: The purpose of this assessment is to give you an opportunity to apply the consumer behaviour principles/theories/concepts (these three terms all mean the same thing) discussed in class and your readings during the course, to evaluating a real-world brand. You will pick a brand of your choice, and analyse the different consumer psychology principles that you believe the brand has used, and how these principles contribute to the brand’s (lack of) success. Please do not choose a specific example that was described in a class session (i.e., the same theory applied to the same brand). The paper should be no more than 3000 words (including everything, though with a +10% word leeway). Whether you define the brand broadly or narrowly is up to you. For example, you could analyse the brand “Nike” by discussing its broad assortment of trainers, clothing, sports equipment, etc. Or, you could choose to focus more narrowly, for example Nike’s CR football cleats/boots endorsed by Cristiano Ronaldo. You should base your answer on the communications from the brand/company to its consumersfor example, television adverts, billboards, online videos, social media, endorsements, the company’s online (or physical) store, etc. It is up to you how many different communications from the company/brand to discuss; you can focus your answer on a single advert if you think that is appropriate, or you can discuss the brand as it applies to its overall marketing communications over a number of years. Overall, the assignment is flexible with the brand and approach you choose. Note that the instructions in this paragraph differ from the original assignment from term A. More guidance The most important aspect of the assignment is to correctly apply the course theories. Answers that do not use these theories, or that demonstrate a lack of understanding of the theories (as discussed in class and in the course readings), will be deemed unsatisfactory. Answers that use definitions or conceptualizations of the theories that are inconsistent with the way they were discussed in the course will also be deemed unsatisfactory. You are welcome to refer to your lecture notes and to the posted (on QMplus) PowerPoint slides of the lectures. The second most important aspect of the assignment is to apply the theories insightfully, and as it applies to your brand specifically. For example, pointing out that Nike has a rugged brand personality because it is associated with football, and that it uses the multisensory elements of sight and sound because it was a television advert, is not very insightful because every sports brand likely does these same things. A good answer would demonstrate a deep understanding of the course theories, and apply them insightfully as they relate to the unique aspects of your chosen brand. More specifics Please incorporate theories from at least 3 of the class sessions into your answer. 3 theories should suffice, although the quality and depth of your analysis is more important than the total number of concepts used. As a reminder, here are the theories/concepts/principles that were covered in each session (there are 8 class sessions of material to choose from): Week 1 (consumer psychology of marketing communications) • Content marketing o This was the only “theory” discussed in-depth in session 1. If you choose content marketing, please make sure to focus on the psychology of it; i.e., one or more of the “five important things” content does, as discussed in class and as on the ppt slides. Week 2 (consumer Psychology of Brands 1) • Brand personality Week 3 (consumer Psychology of Brands 2) • Brand inferences • Multisensory brand experience Week 4 (behavioural decision theory 1): • Perceptual Illusions • Default Choices • Anchoring and adjustment • Framing Week 5 (behavioural decision theory 2): • Attraction Effect • Compromise Effect • Choice Overload (and decision simplicity) • Prospect Theory • Evolutionary Psychology of decision-making Week 6 (guest speaker- no new theory material) Week 7 (reading week- no class) Week 8 (psychology of experiences vs. material goods) • The psychology of experiences vs. material goods o Please base this theory on the academic article reading for the week (which can be supplemented by James Wallman’s book chapter and lecture if you like, along with the seminar assignment on this topic). Week 9 (addictive consumer behaviors) • Addictive consumer behaviors o Please base this theory on the book chapter reading for the week (which can be supplemented by Emmanuel Carraud’s lecture if you like, along with the seminar assignment on this topic). Week 10 (psychology of altruism and charitable giving): • Altruism • Empathy/sympathy • Giving time vs. money


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