Question: Critique marketers’ traditional understanding of consumer needs and wants, and discuss how desire may be a more relevant way to understand contemporary consumer behaviour. 2,000 words in length and must contain a reference list of all sources consulted (not included in word length). The essay must draw on course content and material, topics include: Social Class ,Consumer Choice, Motivation & Desire, Consumer Demand: The Culture Industry, Self-Concept: Display & Performing Identity, Social Media Consumer Behaviour, Situational Influences, Group Influence, Politics of Consumption and Ethics. Marking will be on the basis of research effort, engagement with appropriate academic literature, content, argument effectiveness and writing style. The essay will also earn additional credit for referring appropriately to other published academic work. It must show evidence that you have understood the course material, and also that you can build on the material to develop your own arguments. Arguments must be logically and clearly expressed and supported with evidence, citations to other work and careful reasoning.
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