consumer behavior

Part 1.Students should complete both Topics 1 & 2 below:
Topic 1 – Perceptual Theory: Use the perceptual process to discuss how marketers use areas such perceptual attention, symbolism and interpretation in constructing their messages. Give a range of appropriate examples.
Topic 2 – Learning Theory: Use (1) stimulus-response models such as classical conditioning; instrumental conditioning and (2) cognitive learning theory to discuss how learning theory underpins communication & branding theory. Provide a range of appropriate examples.
Part 2. Students should complete Topic 3 or 4 below:
Topic 3 – Motivation Theory: Use content theories of motivation; such as Maslow’s Hierarchy of Needs and/or McClelland’s “Three Needs Theory” to show how the company has targeted various segments with their products. Give a range of appropriate examples.
Topic 4 – Consumer Lifestyle theory: Use psychographic lifestyle models such as VALS 2 to illustrate how the company has used psychographics & lifestyle as a segmentation tool. Provide a range of appropriate examples.


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• Individual Report

Word Count:
2,500 words (+/- 10%) :
The bibliography will not count towards the word total. If the
total word limit is exceeded marks will be deducted.

Work must be referenced, and a bibliography provided
Work must be submitted as a Word document (.doc/docx)
Course work must be submitted using font size 11 (or larger if
you need to), with a minimum of 1.5 line spacing
Your student number must appear at the front of the
coursework. Your name must not be on your coursework.

• Harvard Referencing should be used, see your Library Subject Guide for guides and tips on referencing.


Make sure you understand the University Regulations on expected academic practice and academic misconduct. Note in particular:
Your work must be your own. Markers will be attentive to both the plausibility of the sources provided as well as the consistency and approach to writing of the work. Simply, if you do the research and reading, and then write it up on your own, giving the reference to sources, you will approach the work in the appropriate way and will cause not give markers reason to question the authenticity of the work.
All quotations must be credited and properly referenced. Paraphrasing is still regarded as plagiarism if you fail to acknowledge the source for the ideas being expressed.
TURNITIN: When you upload your work to the Moodle site it will be checked by anti-plagiarism software.

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