How psychological factors influence consumer decision-making

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Reference no: EM134033427 , Length: Word Count:800

Consumer Behaviour and Marketing Psychology - Consumer Decision-Making Process

Your task

Individually, you are required to prepare an 800-word analysis of a mini scenario that will be available to you via MyKBS upon enrolment into this subject. This assessment requires you to apply concepts related to consumer behaviour and decision-making in a marketing context.

Assessment Description

In this individual assessment, students will have the opportunity to demonstrate their understanding and ability to interpret the broader determinants of consumer behaviour and evaluate different frames of reference by analysing the roles of motivation, needs, beliefs, and attitudes.

Assessment Instructions

The mini scenario details you must focus on will be available via MyKBS's ‘Scenario generator' button in the subject's assessments tab. Once you click the button, the system will guide you through a series of prompting steps, revealing specific details about your customer(s) and their decision-making process.

Based on the details of the mini scenario, you will need to prepare a written response of 800 words (no more). The response should demonstrate your ability to analyse the need(s) and want(s) that may have led your customer to buy specific products or services by incorporating theories and concepts of consumer behaviour discussed in weeks 2 to 3. You may also refer to relevant marketing management concepts where appropriate to support your analysis.

Referencing and citation expectations: All ideas, evidence, and sources must be cited and referenced using a consistent referencing style. Kaplan Harvard Referencing style is just one example you could use. Generative AI tools are not academic sources and must not appear in the reference list as substitutes for original materials.

Where required, your appendix should include the following:

Purpose of use
Tool used
Prompt or task description
Example outputs
Student evaluation and revision

Section Entry

Purpose of use To support initial idea generation and clarification of key concepts in marketing psychology, prior to consulting academic sources.

Tool used ChatGPT.

Prompt or task description Explain how psychological factors influence consumer decision-making in online shopping environments.

Example outputs The AI identified factors such as perception, motivation, attitudes, and social influence, highlighting the role of online reviews, website design, and perceived risk in shaping consumer decisions.

Student evaluation and revision The output helped identify broad thematic areas but lacked theoretical depth and academic referencing. I therefore used it only as a starting point and linked these ideas to the Theory of Planned Behaviour and peer-reviewed literature on consumer trust from Week 3 readings to strengthen academic grounding. Students may also benefit from reviewing factors influencing consumer behaviour when interpreting customer motivations and attitudes.

Scenario generator instructions provided to students in PDF form must either be embedded within the Word document or uploaded as a separate PDF file alongside the Word document. Where possible, students are encouraged to embed the PDF content into the Word document.

To embed the PDF using screenshots:

Open the PDF file
Go to the page you need to include
Take a screenshot of the page
Windows: use the Snipping Tool
Mac: press Command + Shift + 4
Open your Word document and go to the correct page
Select Insert, then Pictures, then This Device
Insert the screenshot and resize it so the content is clear and readable

As an alternative, the PDF may be inserted as an object in Word, provided it displays clearly after upload. If the embedded PDF does not display correctly, the screenshot method should be used instead. If the scenario generator is submitted as a separate file, it must be uploaded at the same time as the Word document and clearly labelled.

Files containing a virus will not be considered a valid submission. MyKBS will notify students if there is an issue with the uploaded file. In this case, students must contact their workshop facilitator via email and include a brief description of the issue and a screenshot of the MyKBS error message. Students are strongly encouraged to submit their work well before the deadline to avoid any technical difficulties.

Instructions: Based on this scenario analyse the need(s) and want(s) that may have led Mei to buy this gear by considering their potential state of imbalance. Use theories and concepts covered in weeks 2 and 3 to support your analysis. Don't forget to Google search information about the gear Mei bought to inform your analysis.

Remember to submit this handout along with your 800 word written response.

Reference no: EM134033427

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