Rather than trying to complete this assignment all at once, students should work on this as a weekly, diary-style journal entry that describes how you have personally experienced one or more of the concepts from each week’s topic. For example, in week 3 the topic is perception. A sample journal entry could focus on what characteristics of roadside billboard ads attract your attention and why.
Your submission must include one entry for each of the following modules:
- Module 2
- Module 3
- Module 4
- Module 5
- Module 6
- Module 7
Your weekly journal entries should go beyond merely repeating or summarizing what was covered in the chapter or video. They should show provide a detailed description of the consumer information processing and/or decision making event. Use of correct, relevant terms related to the week’s topic is REQUIRED. Underline the terms used. Journal entries will be judged on the quality of their content and the professionalism of the thoughts and ideas expressed.
Journal entry title example: Module 3: Perception Processes while Grocery Shopping
Journal entry outline (All 3 sections below must be included in your paper):
1. Summary
- A brief (2-3 sentence) description of your consumer behavior experience (what happened, where, when, with who) and the consumer behavior/consumer psychology concepts that you will discuss in reference to your experience. For example: Last week as I grocery shopped at Publix with a friend around lunch time, we noticed the aroma of fresh baked bread throughout the store. This affected my perception of the store and increased my attention to the bakery items.
2. Consumer Behavior Experience
- A detailed (1-2 paragraph) explanation of the consumer behavior processes you used and/or that were triggered by stimuli in your environment. For example, The fragrance of the bread exceeded my sensory threshold and caused me to retrieve from memory images of delicious, warm fresh-baked bread…My attention to ready-to-eat foods caused a perceptual bias that made everything in the bakery seem delicious and desirable…
- Suitable experiences include, but are not limited to: brick-and-mortar retail shopping, radio ads, customer service, online shopping, magazine/radio/billboard/facebook ads, product usage, product sampling, vending machine purchase, salon/nail spa/spa/barber service, salesperson interaction, etc.
3. Conclusion
- A brief (1 paragraph) description of the implications of your consumer behavior experience for marketing strategy, ethics, and/or consumer well-being.
- For example, Stores such as Publix can use pleasant food scents like fresh-baked bread as sensory marketing to increase attention to bakery items…Consumers must be aware that this is a marketer tactic and be mindful of how store scents affect their feelings and desire…
Module 2: This module introduces you to the domain of consumer motivation and its influence on consumer decision making. After successfully completing this module, you will be able to:1. Define Motivation and Describe the Motivation Process2. Explain the Maslow’s Hierarchy-of-Needs Model and apply it to consumer decisions3. Identify how we can research Consumer Motives4. Explain the difference between Emotions and Moods.5. Define hedonic motive and describe its four forms6. Explain the concept of Consumer Involvement and How it is measured7. Describe how consumer motives should shape segmentation, targeting, and positioning8. Contrast how motives differ between individualistic vs. collectivistic cultures
Module 3: This module introduces you to the consumer perception process and its role in sensory marketing..After successfully completing this module, you will be able to:1.Explain the Three-Step Model of the Perception Process2.Compare and Contrast the Two Types of Attention: Involuntary vs. Voluntary3.Identify Three Factors that Shape Perception4. Describe Perceptual Biases and Perceptual Frames5. Explain how exposure, attention, and comprehension shapes perception of marketing stimuli and how perception shapes consumer response to marketing stimuli6. Identify Five Marketing Applications of the Perception Process7. Apply JND/JMD effects to explain consumer response to price or product design changes8. Explain What is Sensory Marketing and Identify Two Types and Their Applications
Module 4: After successfully completing this module, you will be able to:1.Define Consumer Learning2. Explain how learning affects brand knowledge and self-image congruity with brands.3. Describe the Four Models of Consumer Learning and Identify Marketing examples of each4. Explain How Intrinsic & Extrinsic Rewards Influence Consumer Learning and Loyalty to Brands5. Describe Consumer Information processing and the Different Types of Memories6. Explain the Methods of how we transfer info between LTM and STM7. Identify the Six Desirable Characteristics of Innovations8. Explain the Two Main Motives that Influence Nostalgia and Identify its Marketing Application(s)9. Explain how categorization affects product search and evaluationTo complete this module successfully, view all module videos, read all assigned materials, and complete all assignments/quizzes. Use of the note-taking guides increases success greatly.
Module 5: After successfully completing this module, you will be able to:1. Explain How Values Influence Consumer Choices2. Compare and contrast Personality and Self-Concept3. Define Psychographic and Geodemographic (Geolifestyle) Segmentation and Describe How To Conduct Them4. Define Materialism, Status Consumption and Voluntary Simplicity5. Explain self-concept and its different public and private facets.6. Explain how self-concept influences motivation.7. Explain how self-concept motives influence consumers’ psychological connection with brands (including Possessions as Our Extended Selves).8. Apply self and social motive-related concepts to evaluate the effectiveness of marketing strategies that influence: self-congruity, affiliation, uniqueness, brand emotional connection, and use/purchase.
Module 6: After successfully completing this module, you will be able to:1. Define Attitude2. Explain the ABC Model of Attitude and its Measurement3. Describe Hierarchies of Attitude and the role of Involvement4. Identify the Four Functions of Attitude & provide examples5. Explain the Theory of Reasoned Action & its marketing application6. Describe the 3 routes to molding attitudes
Module 7: After successfully completing this module, you will be able to:1. Identify the Seven Theories of Attitude Change2. Explain How Low Involvement Advertising Works3. Describe the Influence of Humor, Fear, Sex in Ad Appeals4. Explain Source Credibility & Match-Up Hypothesis5. Identify Five Factors of Persuasion and Examples6. Describe the Role of Consumers in Self-Persuasion7. Compute predicted attitudes using the Fishbein Multiattribute model and apply to analyze effectiveness of brand communication strategies and attitude change strategies
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