Academic research on consumer behaviour has been an important driving force behind business decisions in the real world. In this assessment task, you as a “consumer behaviour expert” will provide your systematic review of a research article on consumer behaviour, and deliver a presentation on two aspects of your review.
Please choose one article from the list of following research articles published in “Journal of Consumer Research”, the best consumer behaviour journal in the world.
• Shen, H & Sengupta, J 2014, ‘The crossmodal effect of attention on preferences: facilitation versus impairment’, Journal of Consumer Research, vol. 40, no. 5, pp. 885-903.
• Lasaleta, JD, Sedikides, C & Vohs, KD 2014, ‘Nostalgia weakens the desire for money’, Journal of Consumer Research, vol. 41, no. 3, pp. 713-729.
• McFerran, B & Argo, JJ 2014, ‘The entourage effect’, Journal of Consumer Research, vol. 40, no. 5, pp. 871-884.
• Shah, AK & Alter, AL 2014, ‘Consuming experiential categories’, Journal of Consumer Research, vol. 41, no. 4, pp. 965-977.
• Warren, C & Campbell, MC 2014, ‘What makes things cool? How autonomy influences perceived coolness’, Journal of Consumer Research, vol. 41, no. 2, pp. 543-563.
a) Your first task is to write a review for this research article. The review should follow the subsequent structure:
• Title page;
• Table of contents;
• The research problem and objectives;
• Overview of theories and hypotheses;
• Overview of studies and findings;
• Theoretical contributions (how is consumer behaviour theory extended?)
• Recommendations (how could a real-world organisation benefit from applying the research findings?)
• Reference list.
When reviewing the article, you are not required to explain the statistics reported by the authors. Instead, you should focus on the verbal descriptions of the theories, studies, findings, implications, etc.
This review should be written so that a general audience, like your best friend or your mom/dad, could understand what the research article was about. Try to make it as fun and readable as possible.
b) Your second task is to present findings of this research article and your recommendations on how the organisation could benefit from applying the research findings.
This presentation should be made within 2 minutes and through 4 PowerPoint slides. The slides should follow the subsequent structure:
• Student information and presentation title;
• Findings of the research article;
• Recommendations for the organisation;