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| Category | Assignment | Subject | Business |
|---|---|---|---|
| University | Auckland University of Technology (AUT) | Module Title | BUSS505 Consumer and Organisational Behaviour |
| Weighting | 50% |
| Type | Case study |
| Length | Max 2000 words (±10% is acceptable) |
| Submission | Online submission to Turnitin via Blackboard |
| Requirements |
Students will work individually and answer five questions that relate to a fictional case of a small NZ advertising company. There will be an opportunity to interpret data, perform basic analyses and apply consumer behaviour theory. |
| Programme learning goals |
1. Be inquiring, open, and agile thinkers able to seek out and address complex problems 2. Be knowledgeable in a specialist area(s) 3. Be adept at working in changing local and global contexts and environments 4. Be future generators of sustainable value for business and society at large |
| communicators Course learning outcomes |
1. Apply key concepts of consumer behaviour, and discuss the limitations of these concepts. 2. Demonstrate understanding of theories that apply to behaviour and motivation and relate these to students’ own experiences. 3. Explain the different factors that influence the behaviour of consumers and workers at both the group and individual level. 4. Use basic statistics in order to be able to analyse individual differences and decision-making biases. |
a. Compare Penelope's and Mohan's experience of work using Herzberg's two factor model. What does your analysis suggest in terms of their likely satisfaction and dissatisfaction? (5 marks)
b. Provide recommendations to the organisation which would improve Penelope's satisfaction/motivation (hint: consider both Herzberg's principles of job enrichment and the Job Characteristics Model) (5 marks).
a. Using the process of selective attention, analyse two factors that have been shown to impact the attention consumers pay to various types of marketing stimuli
(packaging, print media, social media pop ups, store design, etc.) Outline how these factors influence attention (5 marks).
b. Explain how Mohan can use sensory marketing (utilising taste, smell, sight, touch, and/or hearing) to make sure that exposure to the products leads to increased brand recognition (learning), better brand recall (memory), and increased overall sales (5 marks).
s. Explain behavioural learning and cognitive learning theories. Based on each of these two theories, explain why Penelope wants to use celebrity endorsement (6 marks).
b. Identify two risks, or other negative consequences, associated with the use of celebrity endorsement and relate to aspects of learning (4 marks)
8. After it ran both campaigns, Nestle conducted surveys to gauge consumers' responses to the Milo campaign. They found that there were key differences between how consumers responded to the "emotional advertisement compared to the brand's previous long-running "functional advertisement (links in the case study). Analyse the market research data by calculating means and standard deviations. Use the means and standard deviations to:
i. Identify which advertisement the consumers preferred? Provide means and SDS for each type of advertisement and briefly explain why these data support your answer (2 marks).
ii. Identity which type of advertisement had the biggest impact on consumer attitudes towards Milo? Provide means and SDS for each type of advertisement and briefly explain why these date support your answer (2 marks).
iii. Identify which type of advertisement had the biggest impact on consumers willingness to buy Milo? (2 marks).
b. Based on the results of the surveys, which type of advertising should Anike use? Use the elaboration likelihood model (ELM) to explain why your choice is the best type of advertising for Milo (4 marks).
a. Explain why an attitude-behaviour gap is problematic for Beyond Meat. For example, think about attitudes towards juicy burgers, family BBQs, wanting to be more sustainable, killing lambs, and the purchase of plant-based products.
b. Describe how social influences (eg, virtue signalling, conformity, shame, etc.) can be used as an effective strategy to close the gap between attitude and behaviours?
Do You Need BUSS505 Consumer and Organisational Behaviour Assessment 3?
Order Non Plagiarized Assignment(a) Compare Penelope’s and Mahan’s experience of work using Herzberg’s two-factor model. What does your analysis suggest in terms of their likely satisfaction and dissatisfaction? (5 marks)
(b) Provide recommendations to the organisation which would improve Penelope’s satisfaction / motivation (hint: consider both Herzberg’s principles of job enrichment and the Job Characteristics Model). (5 marks)
| Criteria | Excellent (8–10) | Good (6.5–7.5) | Fair (5.0–6.0) | Poor (0–4.5) |
|---|---|---|---|---|
| Answer quality & analysis | Within the 400-word limit. Herzberg’s theory is briefly and correctly described and the experiences of both Penelope and Mahan are analysed correctly using the theory (i.e., Herzberg’s two-factor is used to explain their satisfaction and dissatisfaction). Correct terms from the theory are used. Correctly provides recommendations to the organisation which would improve Penelope’s satisfaction / motivation and considers Herzberg’s principles of job enrichment and the Job Characteristics Model. | Too short or long. Herzberg’s theory is described with only a few errors. A good attempt is made to use the theory to analyse the experiences of both Penelope and Mahan (i.e., Herzberg’s two-factor theory is used to explain their satisfaction and dissatisfaction). Correct terms from the theory are not consistently used. Some, but not all, of the below are provided. Recommendations to the organisation which would improve Penelope’s satisfaction / motivation and considers Herzberg’s principles of job enrichment and the Job Characteristics Model. | Significantly too short or long. There is a good attempt made, but Herzberg’s theory is not completely described. The analysis of Mahan’s and Penelope’s experiences of work is either incomplete or partially incorrect. Recommendations are not correct or not clearly related to enrichment or the Job Characteristics Model. | Fails to correctly answer the question. |
(a) Using the process of selective attention, analyse two factors that have been shown to impact the attention consumers pay to various types of marketing stimuli such as packaging, print media, social media pop ups, store design, etc. Outline how these factors impact consumers (5 marks).
(b) Explain how Mahan can use sensory marketing (utilising taste, smell, sight, touch, and/or hearing) to increase brand recognition and reduce his stress to achieve better recognition (learning), better brand recall (memory), and increased overall sales (5 marks).
| Criteria | Excellent (8–10) | Good (6.5–7.5) | Fair (5.0–6.0) | Poor (0–4.5) |
|---|---|---|---|---|
| Answer quality & application | Within the 400-word limit. Selective attention is briefly and correctly described. Correctly explained two factors that impact attention. Clearly analysed the impact of these factors with relevant examples. | Too short or long. Selective attention is described with only a few errors. A good attempt is made to explain two factors that impact attention. May not have clear examples to support the analysis. | Significantly too short or long. The concept of selective attention is not correctly described. The description of the two factors is either incomplete or partially incorrect. Integration of the relevant examples is inaccurate or missing. | Fails to correctly answer the question. |
| Marketing application | Correctly explained and justified how sensory marketing can be used to create brand recognition, brand recall, and overall sales. Clearly linked some or all of the five senses to these marketing outcomes. | The explanations and justifications of how sensory marketing creates brand recognition, brand recall, and overall sales are mostly correct. The explanations do not cover all senses or are incomplete. The explanations of the impact of the senses are incomplete or not integrated. | Fails to correctly explain and justify how sensory marketing creates brand recognition, brand recall, and overall sales. Five senses are not correctly related to the marketing outcomes. | Fails to correctly answer the question. |
(a) Explain behavioural learning and cognitive learning theories. Based on each of these two theories, explain why Penelope wants to use celebrity endorsements (6 marks).
(b) Identify two risks or other negative factors associated with the use of celebrity endorsement and relate these to aspects of learning (4 marks).
| Criteria | Excellent (8–10) | Good (6.5–7.5) | Fair (5.0–6.0) | Poor (0–4.5) |
|---|---|---|---|---|
| Learning theories & explanation | Within the 400-word limit. The two learning theories are briefly and correctly described. Correctly described how the two learning strategies can contribute to the success of endorsements. Correctly provided justifications and relevant examples. | Too short or long. The two learning theories are mostly correct, though some aspects are not done well. The impact of the learning theories is not correctly described in terms of the success of endorsement. The justifications are incomplete or not integrated. | Significantly too short or long. The explanations of the two learning theories are not correctly related to the learning theories or endorsements. Justifications are lacking and limited integration is done. | Fails to correctly answer the question. |
| Risks & negative factors | Correctly identified and explained two risk factors of celebrity endorsements. Clearly linked the concept of learning to the negative factors. | The explanations of the two risk factors are mostly correct, though some aspects are not done well. Explanations about how learning relates to these negative factors are not specific or have errors. | The explanations of the two risk factors have several errors. Learning is not correctly related to the negative factors. | Fails to correctly answer the question. |
| Criteria | Excellent (8–10) | Good (6.5–7.5) | Fair (5.0–6.0) | Poor (0–4.5) |
|---|---|---|---|---|
| (a) Data analysis & statistics | Within 400 words. Uses means and standard deviations correctly. Clearly compares functional vs emotional ads and justifies conclusions. | Mostly correct analysis but some concepts not fully explained. May miss minor justifications. | Significant errors or missing key statistics. Limited interpretation or justification. | Fails to correctly answer the question. |
| ELM explanation | Elaboration Likelihood Model (ELM) clearly and correctly described. Correctly identifies central vs peripheral route for each ad type. | ELM explained but attempt to identify route is weak or partially incorrect. | ELM not correctly described. Fails to link theory to ad type. | No correct explanation. |
| (a.i) & (a.ii) Impact identification | Correctly identifies which ad type impacts purchase intention and brand attitude most, with means & SDs and justification. | Identification mostly correct but explanation lacks depth or clarity. | Limited or unclear identification; weak justification. | Incorrect or missing answers. |
| (a.iii) Willingness to buy | Correctly identifies which ad impacts willingness to buy most with proper support. | Some justification but incomplete or unclear. | Weak link to data; limited explanation. | Incorrect or missing. |
| (b) Ad type recommendation | Correctly recommends ELM route (central/peripheral) for milk ads and clearly explains why. | Recommendation given but explanation lacks clarity or depth. | Limited understanding of ELM application. | No correct recommendation. |
| Criteria | Excellent (8–10) | Good (6.5–7.5) | Fair (5.0–6.0) | Poor (0–4.5) |
|---|---|---|---|---|
| (a) Attitude–Behaviour Gap | Within 400 words. Clearly explains the gap between attitudes and behaviours with correct theory application and examples (e.g., luxury burgers, family BBQs). | Explanation generally correct but lacks depth or strong examples. | Superficial explanation; gap not clearly articulated. | Fails to correctly answer the question. |
| (b) Bridging the gap | Clearly explains how social influence, conformity, shame, etc. can be used to close the gap. Strong integration of theories and examples. | Mentions social influences but explanations are generic or not well linked to theory. | Limited explanations; weak or unclear examples. | Incorrect or missing explanation. |
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