The Case Assignment for this course will be a 5-8 page essay(excluding cover page and references). You should use a minimum of3-5 sources from the Touro Library in your Case Assignment.Please consider a particular product (ex. brand of bottled water, typeof lunch you plan eat, brand of laundry detergent to use etc.) you arechoosing to purchase on a somewhat regular basis OR a particularservice you plan to choose in the near future (ex. car maintenance,type of airline to use for a future trip) In your written Case Assignment, please address the followingcomponents: Explore the motivational factors that affected your consumerchoices (Module 2)Elaborate on the decision making process and factors that mayaffect your consumption choices (Module 1, Module 2, Module4)Explain why research is needed to understand people makechoices of what they consume (Module 3)Case Assignment Guidelines:Must be double-spaced with 1-inch margins and typed in12-point Times New Roman.Your Essay should have a Title Page and References Page.Essays should be proofread for spelling and grammarmistakes.You must cite all texts used in the paper in proper APA formatto avoid plagiarism.Your essay must have a thesis statement and conclusionIf you anticipate a problem turning in your assignment on time, pleasecontact your instructor immediately.
INSEAD. (2018, April 1). Understanding consumer behaviour, from the inside out [Video]. YouTube. https://www.youtube.com/watch?v=XowaDm1GEVk (5:25)
McMahon, M. (2021, January 16). What is the scope of consumer behavior? Wisegeek. https://www.wisegeek.com/what-is-the-scope-of-consumer-behavior.htm
TEDx Talks. (2019, June 6). Neuromarketing: The new science of consumer decisions | Terry Wu | TEDxBlaine [Video]. YouTube. https://www.youtube.com/watch?v=UEtE-el6KKs (17:13)
Zhao, N., & Li, H. (2020). How can social commerce be boosted? The impact of consumer behaviors on the information dissemination mechanism in a social commerce network. Electronic Commerce Research, 20(4), 833856. Retrieved from EBSCO Multisearch from the Touro Library.
Demand Jump (2020). The Importance of Consumer Behavior in Marketing. Demand Jump. https://www.demandjump.com/blog/the-importance-of-consumer-behavior-in-marketing *
Anderson, IA, Wood, W. (2020) Habits and the electronic herd: The psychology behind social medias successes and failures. Consumer Psychology Review, 4(1): 83:99 https://www.researchgate.net/publication/346088840_Habits_and_the_electronic_herd_The_psychology_behind_social_media’s_successes_and_failures
Module 2: Theoretical Foundations of Consumption
Required Reading:
Brooks, A. (2020, August 12). 9 cognitive biases that influence buyer decisions. trueNorth. https://www.ventureharbour.com/cognitive-biases-influence-buyer-decisions/
Gutierrez, T. (2020, Jun 28). 3 cognitive biases that affect purchase behaviour. UX Collective. https://uxdesign.cc/three-cognitive-biases-that-affect-purchase-behaviour-b28a31f607ac
Liu, Q., Zhang, X., Huang, S., Zhang, L., & Zhao, Y. (2020). Exploring consumers’ buying behavior in a large online promotion activity: The role of psychological distance and involvement. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 66-80. Retrieved from Proquest One Academic from the Touro Library.
TD Ameritrade. (2019, July 18). Why we make irrational financial decisions | Simple steps for a retirement portfolio course [Video]. YouTube. https://www.youtube.com/watch?v=mc8TW7vxJoY (3:28)
Frankfurt School of Finance & Management. (2019, June 21). What is behavioural economics? [Video]. YouTube. https://www.youtube.com/watch?v=FHAhaUMmNlU (1:57)
McLeod, S. (2020, December 29). Maslows Hierarchy of Needs. Simply Psychology. https://www.simplypsychology.org/maslow.html
Catalyst. (2020, January 2). 11 harmful types of unconscious bias and how to interrupt them. https://www.catalyst.org/2020/01/02/interrupt-unconscious-bias/
Vinney, C. (2018, October 31). What is cognitive bias? Definition and examples. ThoughtCo. https://www.thoughtco.com/cognitive-bias-definition-examples-4177684
Table of Contents
Module 3: Methods Used to Research History of Consumption Behaviors
Required Reading:
abc4utah. (2020, September 4). Tracking consumer behavior [Video]. YouTube. https://www.youtube.com/watch?v=zEtGGsmEwAk (3:16)
CNBC International. (2019, March 7). Stores are starting to track your every move | CNBC reports [Video]. YouTube. https://www.youtube.com/watch?v=oLedMqa_uGo (6:33)
Martin, J. (2020, November 26). Better customer analytics. ZenDesk.
Starc, I., & Robertson, R. W. (2019). The impact of the in store environment on consumer behaviour. I-Manager’s Journal on Management, 14(1), 15-24. Retrieved from Proquest One Academic from the Touro Library.
Warwick BIT. (2020, October 27). Behavioural Economics Crash Course [Video]. YouTube. https://www.youtube.com/watch?v=SHkuEjcoGGE (56:19)
Medina, S.C. (n.d.). Behavioral finance: Why do we make rational or irrational financial decisions? [Video]. Ivy Exec. https://www.ivyexec.com/professionals/classes/details/behavioral-finance-why-do-we-make-rational-or-irrational-financial-decisions
Module 4: Psychological Underpinnings
Required Reading:
CBS This Morning. (2019, July 5). Tips for how to avoid impulse buying [Video]. YouTube. https://www.youtube.com/watch?v=cffDFTggUQ0 (3:07)
Directive. (2018, June 8). 5 stages of the consumer decision-making process and how it’s changed [Video]. YouTube. https://www.youtube.com/watch?v=a9lpVg54u-k (9:05)
MedCircle. (2020, May 26) Hoarding disorder or just collecting? The differences you should know [Video]. YouTube. https://www.youtube.com/watch?v=jExG_IesqvU (17:16)
Milwood, A. (2020, October 13). Understanding the consumer decision making process. Yotpo. https://www.yotpo.com/resources/consumer-decision-making-process-ugc/
Solve It Like A Marketer. (2020, April 27). What is consumer behaviour | Purchase decision process | Explained & examples [Video]. YouTube. https://www.youtube.com/watch?v=iJ0t51aCsVM (5:13)
Zhao, Z., Du, X., Fan, L., & Zhu, X. (2019). Effect of product type and time pressure on consumers online impulse buying intention. Journal of Contemporary Marketing Science, 2(2), 137-154. Retrieved from Proquest One Academic from the Touro Library.
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