A 2500 words long individual reflective analysis of a particular individual consumer decision, starting with need recognition all the way through to post purchase evaluation.  Students must write a reflective analysis, which means, that the paper should focus on a concrete purchase made by the student (or a by a group where the student was part of the decision makers) while course concepts: “consumer behavior”, including cultural and other contextual factors, should be applied in the analysis.  Appropriate referencing of textbook and journal material is a must.
Use a concrete purchase case – follow through the whole process, step by step, thoroughly.  At each step of the consumer decision process focus on the underlying causes, the psychology of consumer behavior in your analysis. Special focus should be placed on the rationality (or lack of) of your decision.  Identify the potential biases in the process.
Use the purchase of experience of service if possible, rather than a physical product.
 
 
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