Hi there, I have one final assessment for the subject of Consumer Behaviour, where you have to answer for 2 different questions mentioned in the assignment consisting 2500 words, using the the consume

1 Assessment 4: Time -Based Assignment (50%) Due: 6pm, 24 May 2019 Individual Assignment Word limit of 2500 (see details below) Please read this entire document Overview Students will be provided with an assignment brief and have one week to address the relevant question/s and provide the most appropriate arguments or solutions, through reference to perspectives and theories learned throughout the trimester, both in class and in their own study time. Students will be required to do further research beyond the discussion undertaken in the Cloud or on -campus during the trimester, and will be expected to correctly cite sources that are used to inform their analysis. This approach allows students to fully explore concepts, test their critical thinking, and demonstrate an extension of discipline specific knowledge beyond a rudimentary level. The time limit mirrors many business contexts, where executives are given a short time frame to dev elop sophisticated arguments and integrate their thinking, while still having access to suitable resources, and offers a more authentic means of assessing understanding of material covered in the unit. 2 Key Dates  The assignment brief is released to students at 6:00pm on Friday, 17 May 2019  The assignment must be submitted via the appropriate Dropbox folder no later than 6:00pm on Friday, 2 4 May 2019 . How to respond to the questions Your response should not be purely your initial or basic thoughts, although this may establish your initial approach, but should be sophisticated, cogent, and underpinned by theory that you have learned in the unit, including work that you have done in your own study time, i.e., not simply from lecture slides, t he textbook or handouts. We are not assessing your opinion, nor your capacity to describe a theory, campaign or issue, but a demonstration of an extension of knowledge and an ability to analyse the question , link theory to the analysis, and take a position by using what you have learned this trimester. Any statements, positions, or assertions you make must be supported by rigorous evidence, predominantly through the use of appropriate sources, and through well -supported and cogent arguments. It is e xpected that you will have to refer to a range of sources to respond to each question. Each response should stand -alone, and should have a short introduction, a body that develops an argument, and a conclusion. If appropriate, use subheadings to direct you r discussion. Please read the marking rubric for guidance on how to approach your responses, as well as discussion undertaken throughout the trimester online, in class (in recordings), and in concert with your peers. Please note that I will respond to any administrative questions relating to the assignment during the time -limited period, but we will not respond to any content/academic questions related to this assessment . Ple ase di rect these questions to the Cloud Deakin Discussion. 3 Formatting your submission Limited to a maximum of 2500 words total (Questions One and Two) to respond to all of the questions, which includes all elements of the assignment, including tables, figures and in-text citations, but the reference list at the end of your assignment and your cover page are not included in the word count. We will undertake a word count, and will not mark the assignment beyond the word limit. It is your responsibility to make sure you have adhered to the limit.  Please include a cover page wi th your name, student ID , and the word -count (Cover page is not included in the word limit ).  Use Harvard style referencing. In -text citations count towards the word limit ( but the reference list component is not counted in the word limit.  We would normally expect between 15 – 25 high quality, academic journal articles as source of references at postgraduate level in an assignment such as this, but only use this number as a guide.  1.5 spaced throughout, 12 -point font (headings can be bolded), A4 size page formatting, 2.5 cm (1”) margins on all sides.  Submit as a Word document (not .pdf)  Page numbers should be included (but Table of Contents is not needed). Extensions and Late Submissions As this is a time -limited assessment, it is unlikely that extensions will be granted, except under very exceptional circumstances covered under Deakin University’s Special Consideration procedures.  Penalties for late submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the d ue date will not be marked. You will receive 0% for the task. 'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to asse ss the task after the due date. 4 Hurdle Requirement This assessment is a hurdle requirement. You must submit this assignment, and you must achieve 50% or better to complete the unit. Receiving your result All Units that do not have an exam must withhold the mark in their final assignment until after the Faculty Academic Progress Committee (FAPC) ratifies the final grades of all students in the Unit. As such, your result for assignment four will be released after your final result for the unit is released by Deakin University. 5 THE QUESTIONS (100 marks, 50 marks each) Question One : Developing strategic recommendations based on consumer behaviour theories Coles, a prominent grocery store in Australia is considering having a Nationwide Easter sale at each of their stores . They have come to you to see if you approve/disapprove of this idea Take a position on whether this is a good idea or a bad idea and explain why utilizing consumer behaviour theories. In addition, a s part of your answer you should also consider: Whether you would expect any differences between religious Christian Australians, more secular/non -Christian Australians , and/or passionate atheist Australians . Explain why. Whether, Liquorland, which is a liquor store owned by Coles (and is often placed near Coles) should also have the same Easter Sale. Explain why. In doing so, you should consider the psychological processes related to attention, consistency, groups/norms, identity , and the extended self . Relevant articles to help get you started with your research : Escalas, J.E. and Bettman, J.R., 2005. Self -construal, reference groups, and brand meaning. Journal of consumer research , 32(3), pp.378 -389. Dahlén, M., Lange, F., Sjödin, H. and Törn, F., 2005. Effects of ad -brand incongruence. Journal of Current Issues & Research in Advertising , 27 (2), pp.1 -12. Shin, H., Lee, H. and Perdue, R.R., 2018. The congruity effects of commercial brand sponsorship in a regional event. Tourism Management , 67 , pp.168 -179. Oyserman, D., 2009. Identity‐based motivation: Implications for action‐readiness, procedural‐readiness, and consumer behavior. Journal of Consumer Psychology , 19 (3), pp.250 -260. Mazodier, M. and Merunka, D., 2012. Achieving brand loyalty through sponsorshi p: the role of fit and self - congruity. Journal of the Academy of Marketing Science , 40 (6), pp.807 -820. Heckler, S.E. and Childers, T.L., 1992. The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency?. Journal of consumer research , 18 (4), pp.475 -492. Bolton, L.E. and Reed, A., 2004. Sticky priors: The perseverance of identity effects on judgment. Journal of Marketing Research , 41 (4), pp.397 -410. Cialdini, R.B., Reno, R.R. and Kallgren, C.A., 1990. A focus theory of normative conduct: recycling the concept of norms to reduce littering in public places. Journal of personality and social psychology , 58 (6), p.1015. Belk, R.W., 1988. Possessions and the extended self. Journal of consumer research , 15 (2), pp.139 -168. 6 Question Two: Taking a position on the strategic decisions of brands Advertisers are very cautious about advertising on Youtube and sponsoring up -and -coming online ‘Influencers’. Indeed, i n what has been nicknamed ‘adpocalypse’ (and adpocalypse 2.0, etc.) many prominent brands withdr ew from Youtube as they worried being a ssociated with the content (See NYT article s below for more context) . Explain the underlying processes of why these brands are cautious / why they made the decision to remove t heir advertising from Youtube. Then take a position on whether you think this was the right decision to make (from a business, profit -maximizing point of view) , whether it was overcompensating , and whether/why some brands might not care . Defend your position. You should consider theories related to cla ssical conditioning, associative/semantic networks, implicit association s, reference groups , source -effects, culture, and identity. Relevant articles to help get you started with your research: Greenwald, A.G. and Banaji, M.R., 1995. Implicit social cognition: attitudes, self -esteem, and stereotypes. Psychological review , 102 (1), p.4. Maison, D., Greenwald, A.G. and Bruin, R.H., 2004. Predictive validity of the Implicit Association Test in studies of brands, consumer attitudes, and behavior. Journal of consumer psychology , 14 (4), pp.405 -415. Allen, C.T. and Madden, T.J., 1985. A closer look at classical conditioning. Journal of consumer research , 12 (3), pp.301 -315. Wilson, E. J., & Sherrell, D. L. 1993. Source effects in communication and persuasion research: A m eta - analysis of effect size. Journal of the Academy of Marketing Science , 21 (2), 101. Petty, R.E. and Cacioppo, J.T., 1984. Source factors and the elaboration likelihood model of persuasion. ACR North American Advances . Collins, A.M. and Loftus, E.F., 1975 . A spreading -activation theory of semantic processing. Psychological review , 82 (6), p.407. Englis, B.G. and Solomon, M.R., 1995. To be and not to be: Lifestyle imagery, reference groups, and the clustering of America. Journal of Advertising , 24 (1), pp.13 -28. Articles for context (re: ‘adpocalypse ’). https://nyti.ms/2VptoQQ https://nyti.ms/2WGWNYr https://nyti.ms/2W5TppS 7 Additional Notes: The focus of this assignment should be on demonstrating your understanding of the underlying processes. While you should discuss briefly about how brands should approach these situations (e.g. you recommendations /the strategic ways in which the recommendations should be c arried out ), most of your effort should be on explain ing why you a re making these recommendations. The relevant articles are there for your guidance and help get you started. You do not need to use them or specifically cite t hem but they will help point you other research that may be more useful (e.g. through what articles those specific papers cite / future articles that cite the specific paper).

Some of the article might not be directly related to the specific context but pr ovide information related to the underlying processes. In addition, many of articles tend to be meta - analyses /systematic reviews , which provide a good synthesis of the research, but they in themselves do not provide much specific primary evidence. As such , while they can point you to other research, you should read and only cite primary source s that you have read. Further, the articles tend to provide early overviews of these processes and a significant amount of research has gone on since many of these p apers were published that will likely provide important nuance that you should conside r in your answer. While the lecture s should be useful in guiding and synthesizing your research, you should not be citing me and/or my lectures as a primary source. You have a total of 2500 words to answer both questions. However, you do not need to split it perfectly evenly. In addition, you will be evaluated on each overall answer, which includes a reduction in marks for unjustified statements. S ince there are no stringent word -limits per question / no penalties for going below the limit, it is advised that you do not add unjustified ‘filler’ in order to reach the word limit.