AMB200 Consumer Behaviour Summer 2020 Assessment Item 1: Consumer Behaviour Portfolio Weighting: 40% of grade Length: Minimum 1,200 words to maximum 2000 words Purpose This portfolio is designed to help you use consumer behaviour theories to analyse and understand your own consumer behaviour

Question

AMB200 Consumer Behaviour Summer 2020

Assessment Item 1: Consumer Behaviour Portfolio

Weighting: 40% of grade

Length: Minimum 1,200 words to maximum 2000 words

Purpose

This portfolio is designed to help you use consumer behaviour theories to analyse and understand your own consumer behaviour. In this assessment, you will submit three tutorial worksheets as part of a portfolio. You must submit Activity 1 and then choose any two (2) others from activity 2 to 6. The tutorial program has been designed to assist your learning and is directly linked to this assessment. In the past, students who have attended tutorials have performed better on this assessment than students who attended less often. You may find working ahead in the tutorial book helps with your understanding in class.

Consumer Behaviour List

You will select one consumer behaviour from the list below that you have done in the last month. Once you have selected a behaviour you cannot change, as your assessment requires you to submit activity worksheets on the same behaviour.

List of Consumer Behaviours

Goods

Buying a PC/laptop/high-technology item
Buying a mobile phone
Buying a car or bike
Buying a fashion item
Buying a book, movie or game

Services

Booking an overseas holiday
Going to a concert
Choosing to do volunteer work
Going to the movies
Choosing a restaurant for a special occasion

Assignment structure and requirements

For your portfolio, you must follow the specified structure. Be sure to use the templates provided. Do not change the order of the content in the activity worksheets in any way, as this may result in reduced marks. Delete the Tutorials you do not wish to be marked. *Remember number one is mandatory, and you can pick any other two. This assignment requires the use of first-person language.

The total word count for the assignment is (+/- 10%). This excludes the questions in the workbook, reference list, appendix and any word in tables.

Cover Page:

Consumer Behaviour Portfolio (Centered Middle of the page)

AMB200 Summer – Ryan Payne (Bottom Right corner)

Your Name

Tutorial Hours /Section/ Tutorial Leader

Date

Introduction Statement ~ 100 words

New Separate Page
State the consumer behaviour that you have selected as the basis for the portfolio.
Summarise the linkages between the theories in your three selected worksheets and how these explain your consumer behaviour.
Keep this section to 1 – 2 paragraphs.

Worksheets ~ 1200 - 1800 words (approx. 500 to 600 words per activity worksheet)

Ensure that your tables do not go over the page. You may use 10 point single-space for the table content.
Provide visual evidence of anything related to the topic you have selected (e.g., screen capture from a website, photograph, diagram, image, etc.).

Activity Worksheets

You should use additional references in each section (the textbook primarily and academic journals where appropriate). There is no need to go beyond three (3) references per worksheet.
Save for your reference the extra worksheets, but for the submission delete out those you do not wish to be marked. Or to phrase differently, only include the 3 activity sheets you want marked (Activity #1 and which other two you select)

Conclusion ~100 words

New Separate Page
Summarise the theories you have used in this portfolio and the lessons that you have learnt about your own behaviour. You may also want to connect/synthesise the relationship between the theories in your worksheets to explain your behaviour.
Keep this brief with 1 – 2 paragraphs.

Reference List (not included in word limit)

Create a reference list that you used in this assignment.
Using APA 6^th or 7^th Edition Referencing seek QUT Cite Write

This is the checklist for the Consumer Behaviour Portfolio:

Use the CB Portfolio Template and worksheets contained in the Tutorial Workbook.
Complete all necessary details on the cover page, including personal information, tutor information and word count.
Include a reference list that corresponds to the in-text references. Use a consistent referencing style throughout the document (APA 6^th or 7^th Edition).
Use academic sources, such as academic journal articles. Wikipedia and other similar sources are not to be referenced in this assignment. Do NOT reference the lecture notes.
You may include a maximum of one page for an appendix with tables and/ or other supporting information, where appropriate.
Submit electronically to Turnitin by 11:59 PM on the due date (the link will be available on Blackboard under assessment). A pdf format is preferred.
Make sure whether you are uploading the right assignment.
- Wrong assignments will be counted as your submission and new assessments can not be submitted
Back-up and keep electronic copies of your assignment.

Only submit your portfolio. Not these instructions or anything prior. If you do, your TurnItIn score will be above the 15% threshold and you will lose marks for professionalism.

DELETE ABOVE HERE

Consumer Behaviour Portfolio

(You can make this page any design/shape…etc to reflect your personal tastes/aesthetic. Remove the header from the bottom of the title page, keep it on the bottom of all other pages)

AMB200 Summer

with Professor Ryan Payne

Your Name

Tutorial Hours /Section

Tutorial Leader

Date

Introduction Statement

(Outline your purchase and needed details to understand its context) (~100 words)

TUTORIAL 1 Decision-Making

Activity 1 (Mandatory): What types of decisions do you make?

Chapter 9 Individual Decision Making

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

categorise examples of their own consumer behaviour
compare and contrast limited and extended problem solving
explain their own consumer behaviour using the decision-making process framework

Choose a consumer behaviour that you have done in the last month from the following list: (Delete all other options)

Goods Services

Buying a PC/laptop/high-technology item
Buying a fashion item
Buying a mobile phone
Buying a car or bike
Buying a book, movie or game

Booking an overseas holiday
Choosing to do volunteer work
Choosing a restaurant for a special occasion
Going to a concert/movies

I selected _SAME THROUGH OUT Portfolio – TYPE HERE

on _________(DATE)_______________

How did you come to recognize you needed or wanted to purchase this good/service? Was your decision rational or automated? (Support with Referencing) (~200 words)

Now Bold (and remove what you did not select) the way you did an information search, alternative evaluation and purchase.

	Limited problem solving	Extended problem solving
Information search	Low risk and involvement Little search Information processed passively In-store decision likely	High risk and involvement Extensive search Information processed actively Multiple sources consulted prior to store visits
Alternative evaluation	Weakly held beliefs Only most prominent criteria used Alternatives perceived as basically similar Non-compensatory strategy used	Strongly held beliefs Many criteria used Significant differences perceived between alternatives Compensatory strategy used
Purchase	Limited shopping time; may prefer self-service Choice often influenced by store displays	Many outlets shopped if needed Communication with store personnel often desirable

How did the company influence you at two stages of the entire Purchase decision? (~200 words)

5: What does another company do which could be applied in one phase of the decision matrix? How does this company demonstrate theory applied in class? (~200 words)

TUTORIAL 2 Buying, Using and Disposal

Activity 2: How do you Buy and Dispose of Products?

Chapter 10 Buying, using and disposing (~650 words)

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

explain their own consumption style and show how it might affect their purchase decisions
demonstrate the importance of managing expectations to customer satisfaction
summarise the possible outcomes of purchase decisions (dissatisfaction, cognitive dissonance)

PURCHASE MADE: SAME THROUGH OUT Portfolio – TYPE HERE

How or did you think about the product’s disposal? (~50 words)

How or did the company communicate the product’s production or disposal to you? (~25 words)

Do you think your disposal behaviour is more influenced by your attitudes, beliefs and opinions or by the specific situation? Why? (~200 words)

How did each of these factors influence your purchase and disposal behaviour?

(~75 words for each)

Demographic

Psychology

Social Status

Culture

Economic Status

5. Overall after your experience from the above behaviour, explain your post purchase outcome, using theory and references to support. (where your satisfied, use the product again, not return…etc.) (~100 words)

TUTORIAL 3 Motivation

Activity 3: What motivates you?

Chapter 6 Motivations and Values

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

explain their own consumer behavior by using two motivation theories
link motivation theories with values theories to solve a real-world problem

PURCHASE MADE: SAME THROUGH OUT Portfolio – TYPE HERE

Did any of these needs influence your behaviour? Complete the table below.

Yes or No	McLelland’s Motives	If yes, why?
	Need for Achievement: To attain personal accomplishment; conspicuous consumption of status products – “I’ve made it”
	Need for Affiliation: To be in the company of others; products that are consumed with others i.e. team sports, shopping centres
	Need for Power: To control one’s environment; products that give a feeling of mastery i.e. Hotted-up cars
	Need for Uniqueness: To assert one’s individual identity; products that allow consumers to emphasise distinctive qualities.

Use your purchase and outline how it connects to the hierarchy. For each stage in the hierarchy outline how it affected your purchase decision (~300 words)

Self-actualisation

Ego-Needs

Belonging (Social)

Safety

Physiological

Which model, between the McLelland and Maslow’s hierarchy of needs models, better describes you and your purchase? Why? (~100 words)

What variable or attribute was the most important factor in relating to your selected purchase? (~200 words)

TUTORIAL 4 Attitudes

Activity 4: How attitudes are created and changed

Chapter 8 Attitude and Attitude Change (~700 words)

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

identify the components of attitude and classify their own behaviour
employ the Theory of Planned Behaviour to demonstrate how attitudes can be changed

PURCHASE MADE: SAME THROUGH OUT Portfolio – TYPE HERE

Using the two-component approach to attitudes, identify the way you feel and think about the item you bought or service you were involved with. (~50 words)

Component 1: Cognition (Thinking)

Component 2: Affect (Feeling)

Overall Attitude

What beliefs do you have about the item/service?

e.g. Coca-Cola is healthy

What feelings do you have about the item/service?

e.g. Coca-Cola is fun

What is your overall attitude towards the item/service?

e.g. positive or negative

Which component do you think is the most important in explain your response in the attitude column? Why? (~100 words)

Draw out your selected hierarchy of effects to show the thoughts (cognitions), feelings (affect) and actions (behaviour) for your chosen behaviour. Explain each behaviour and any disconnect which might occur. (~250 words)

Attitudes

Behaviour

Social Norms

Intentions

Attitudes

Using the theory of planned behaviour please explain your consumer behaviour.

(~300 words)

What intensions need to be created to lead to this behaviour?
What do your family and friends think about this consumption behaviour?
Were there any barriers to your ability to control your behaviour?
What was your attitude towards the behaviour?

Tutorial 5 – Perception and learning

Activity 5 – The role of perception, learning and memory in consumer behaviour.

Chapter 3 Perception & Chapter 4 Learning and Memory

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

identify the elements of the perceptual process and classify their own behaviour
recognise which perceptual distortions apply to them
compare and contrast interpretations of the consumer behaviour of peers
describe the different ways consumers learn

PURCHASE MADE: SAME THROUGH OUT Portfolio – TYPE HERE

Part A – Knowledge

Using the perceptual process, describe your reactions to your selected consumer behaviour situation. (`100 words)

Exposure

Attention

Interpretation

Which senses were stimulated? How?

What aspects of the product/service, environment were you aware of at the time? Why?

How did you interpret the experience (good? bad?) Why?

Did any of these distortions in perceptual interpretation occur to you?

(~200 words)

Yes or No	Perceptual distortions	How did these occur?
	Physical Appearances - making judgments on people’s or objects’ appearance or other attributes
	Stereotypes - mental shorthand, mental “pictures of meaning”, of product or brand – or people, i.e. who might use the product?
	Irrelevant Cues - distractions from main stimulus
	First Impressions - usually lasting – based on random attention
	Jumping to Conclusions - tuning out because message is not relevant to self – (could be perceptual defence or lack of experience)
	Halo Effect - making a judgment based on one or two (positive/negative) criterion (i.e. brand name) and not considering other criteria – (selective perceptions)

Which type of learning do you think your purchase was? (Write your name beside it) (~100 words)

Yes or No	Type of learning	Explain
	Classical Conditioning (Did you make positive or negative associations about any aspect of the consumption?)
	Operant Conditioning (Were there rewards or punishments?)
	Rote Learning (Did you learn any aspect by rote?)
	Observational Learning (Did you learn about the consumption experience by watching others?)
	Reasoning (Did you do research, investigate the possibilities to learn about the situation?)

Imagine that your friend needs to learn about one aspect of your selected consumer behaviour. (~100 words)

1. What type of learning do you think would be the most relevant? Why

Why do you think your learning and your friends learning styles will be the same and why might they be different? (~100 words)

TUTORIAL 6: Pricing and Risks of Purchase

Activity 6: What are your risks of purchase within consumer behaviour?

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

compare and contrast the different risks associated with consumer behaviour
understand how pricing and different types of utility can alter a purchase decision

PURCHASE MADE: SAME THROUGH OUT Portfolio – TYPE HERE

How was your purchase priced to shape your perception of the service/good provided relative to the price you paid? (~150 words)

What types of utility were present? How did this influence or not influence your purchase decision? (~150 words)

Evaluate how each risk applies or does not apply to your purchase decision

(~200 words)

a) Physical Risk

b) Social Risk

c) Financial Risk

d) Time Risk

e) Lost Opportunity Risk

f) LABEL IN ANOTHER RISK WHICH MIGHT BE A FACTOR, NOT LISTED

Are there any other factors which override your purchase decision process? Why is this the most important factor? (~250 words)

Conclusion statement (~100 words)

What self reflection do you feel from this portfolio, what idea and understand do you hope a reader takes away?

References