Reference no: EM13936923

Essay You are to source a qualitative (not quantitative) consumer behaviour journal article from the Journal of Consumer Research. Summarise the article; including the topic, premise, methodology, findings and consideration of the implications. Read related articles to be able to put your chosen article in context. Ten pages in length is expected (not including any diagrams or illustrations you may want to include). For this assignment normal in-text and end-text referencing is required. Do not choose an article that can be found on this Blackboard site...Search around, find something different, that you find interesting and that relates to the Learning Objectives on Consumer Behaviour. If you choose something interesting you will always do your best work! This means the essay is a summary of not only one journal article but also the related concept/phenomenon. Talk about the evolution of the CB behaviour ideas from the context that the article was written as ‘cutting edge' at the time it was published, but would have evolved since then. This tests your ability to source information. Hint: The history of the phenomenon is reasonably easy to source as the authors have already done this for you. Look at their introduction and Lit review, plus their reference list at the end for information about how the ideas have evolved prior to publication. For what has happened since, this is a bit harder as you need to find information from School of BusinessMKT2608 Consumer Behaviour 9 using search engines. Your investigation of concepts before and after your journal article was published is what is going to populate your essay's reference list with the minimum ten references required.