Why Involvement Has Been Regarded As A Central Construct Within Consumer Behavior Theory
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This individual assignment aims to deepen your conceptual understanding of consumer
behaviour. It involves writing an essay about the merits of key theories, where you will
integrate theoretical ideas, illustrate with examples, and then apply your knowledge by
developing a relevant advertisement.
The Learning Objectives:
a) to gain experience in developing a coherent argument taking into account the
complexities of an issue within a consumption context
b) to develop skills in integrating ideas across areas of the course
c) to develop an ad using a creative execution which provides a contextually applied
solution to a business issue
d) to independently develop clear written communication skills
The assignment is in two parts but will be graded as one assignment. It is outlined in two
parts to make clear what is required and where you should place your emphasis.
Part A: Essay (20%) Involvement and Learning
Write an essay discussing why involvement has been regarded as a central
construct within consumer behaviour theory, and whether it remains a useful
concept for marketers given today’s changing media environment. In your answer
discuss how involvement is related to consumer learning. Be sure to explain how
theorists claim information is acquired (learned). Your explanation will also include a
discussion of operant conditioning, classical conditioning, and cognitive learning theories.
Although this is an essay on involvement and learning, the integration of other relevant
consumer behaviour theories (e.g. memory, attitude change, the self-concept,
perception, motivation etc.) should also be included to inform your answer. Illustrate
your main points by providing marketing examples.
Part B: Design an Ad (9%)
Design an original advertisement for any brand (e.g. product/ service / social cause)
that you are familiar with that is designed to change an attitude for consumers with a
particular involvement level (High vs Low). You must state a marketing aim for your ad
to frame the problem.
Write a brief paragraph (no more than half a page) discussing firstly, the aim of your ad;
and secondly, justify through integrating theory why you think this ad will be effective for
the level of involvement.
Your advertisement may use visual or verbal cues, or both. This is not a test of artistic
ability, but rather a test of your ability to apply your understanding of involvement. You
may hand draw or use existing pictures/images. However, your ad must be original – do
NOT copy an existing ad (even if it’s not from NZ!).
Assignment Details:
| WHAT’S IT WORTH? | 29% of your final grade |
| IS REFERENCING REQUIRED? |
Yes. This is an academic research assignment. Relevant sources must be referenced using APA referencing. Refer to the library guidelines on APA referencing: https://www.library.auckland.ac.nz/subject guides/bus/topicguides/apa_for_business.htm Use APA referencing rather than endnotes and footnotes. |
| HOW MANY REFERENCES DO I NEED? |
You must use a minimum of 5 references in your essay At least 3 need to be journal articles. Failure to comply with the above will result in an automatic fail. |
| WHERE DO I HAND IT IN? |
1. Soft copy via Turnitin 2. (Hard Copy is NOT required) |
| WHAT IS THE PAGE LIMIT? |
5 pages (including Part B paragraph) The ad itself and references are additional to this |
| HOW SHOULD IT BE FORMATTED? |
Assignments should be typed, 1½ spaced, with at least 2cm wide margins on all sides, font size 12. |
Please note the following:
1. Make sure that you start as soon as possible.
2. Computer problems (e.g., I was getting it ready the night before and the system
crashed” “the dog ate my memory stick”) are not deemed to warrant extensions. You
should regularly backup files of your work. The assignment topic is provided to you
near the beginning of the semester to allow you plenty of time to plan ahead.
3. Please submit your assignment to Turnitin by the due date. You will not
receive a grade if you do not submit to Turnitin.
4. We take plagiarism very seriously; make sure to reference your sources
appropriately. We will be using Turnitin.
5. This assignment is worth 29% of the total coursework, and is assessed using a letter
grade (please see the undergraduate protocol):
6. Your ad must be original – do NOT copy an ad that is already out there. You
may use images from the web to build your ad .
Do Both part a and part b
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