Reference no: EM133577737
Consumer Behaviour and Marketing Psychology
Assessment - Consumer Decision-Making Process
Assessment Description
In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to interpret the broader determinants of consumer behaviour and evaluate different frames of reference by analysing the role of motivation, needs, beliefs and attitudes.
Assessment Instructions
The mini scenario details you must focus on will be available to you via MyKBS's ‘Scenario generator' button located in the assessments tab of the subject. Once you click the button, the system will guide you through a few prompting steps, revealing specific details of your customer(s) and their decision- making process.
Based on the details of the mini scenario, you will need to prepare a written response of 500 words (no more). The response should demonstrate your ability to analyse the need(s) and want(s) that may have led your customer to buy specific products or services by incorporating theories and concepts of consumer behaviour discussed in weeks 2 to 3.
Use of Generative Artificial Intelligence
The assessment tasks in this subject require you to demonstrate your learning, and while the use of generative artificial intelligence is not prohibited at Kaplan Business School, it is important to understand that information generated by GenAI tools, such as ChatGPT, Copilot, and DALL-E, may be unreliable, inaccurate, and incorrect.
Therefore, you must ensure you use these tools cautiously and only as an aiding tool to help you find relevant sources of information or form an understanding of a concept or theory. In doing so, you must acknowledge GenAI use via appropriate in-text citation and referencing. Use of GenAI tools that extend beyond this will be considered a breach of academic conduct.
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