Due date: Friday of Week 7 by 5pm AEST
Weighting: 30%
Length: 3 minutes maximum
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 bring the latest consumer behaviour research into practice.
First, please browse the following six research articles recently published in “Journal of Consumer Research”, the best consumer behaviour journal in the world.
Chen, C. Y., Lee, L., & Yap, A. J. (2017). Control deprivation motivates acquisition of utilitarian products. Journal of Consumer Research, 43(6), 1031-1047.
Elder, R. S., Schlosser, A. E., Poor, M., & Xu, L. (2017). So close I can almost sense It: The interplay between sensory imagery and psychological distance. Journal of Consumer Research, 44(4), 877-894.
Isaac, M. S., & Grayson, K. (2017). Beyond skepticism: Can accessing persuasion knowledge bolster credibility?. Journal of Consumer Research, 43(6), 895-912.
Khan, U., & Kupor, D. M. (2017). Risk (mis)perception: When greater risk reduces risk valuation. Journal of Consumer Research, 43(5), 769-786.
Lee, H., Fujita, K., Deng, X., & Unnava, H. R. (2017). The role of temporal distance on the color of future-directed imagery: A construal-level perspective. Journal of Consumer Research, 43(5), 707-725.
Siddiqui, R. A., May, F., & Monga, A. (2017). Time window as a self-control denominator: Shorter windows shift preference toward virtues and longer windows toward vices. Journal of Consumer Research, 43(6), 932-949.
Your task is to choose one article from these six articles, present findings of your chosen article, and apply these findings to a real-world organisation. That is, you will provide recommendations on how the organisation could benefit from applying the research findings.
This presentation should be made within 3 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;
Reference list.
You will also prepare a script (i.e., a Word document) in which you will write out or at least outline what you intend to say in your presentation.
Please pay attention to the following details on presentation and submission methods:
On-campus students will deliver their presentation in class, and submit their PowerPoint file and script on Moodle.
Distance education students will record their presentation through PowerPoint’s “Record Slide Show” function, and submit their PowerPoint file (with recording) and script on Moodle.
For all students, the Moodle submission of PowerPoint file and script will be due at 5pm AEST Friday Week 7. However, on-campus students may present in class prior to, during, or after Week 7, depending on their local lecturer/tutor’s scheduling.
PowerPoint design – 2 marks
Presentation clarity – 2 marks
Findings of the research article – 12 marks
Recommendations for the organisation – 12 marks
Referencing – 2 marks
Total – 30 marks