Written presentation – use of academic and key professional resources. Clean and clear writing; Spelling, grammar, punctuation, and written presentation. 0.5 1 1.5 2 Video presentation – Creatively and persuasively documents both (a) the attitude, cognition or behaviour phenomenon under study (b) the re- enactment or replication of an experiment or demonstration from the literature, and (c) provides recommendations for managers. Presentation is clean, clear, intelligible, and captures attention. 2 4 6 8

Application of theory (s) – Shows a well-grounded understanding of the relevant consumer behaviour theories of attitudes, cognition, and behaviour. Demonstrates how this theory is enacted in the marketplace. 2.5 5 7.5 10 Experimentation/Demonstration – Replicates or re-enacts an experiment or demonstration from the literature in a setting (i.e., campus, home, retail outlet, street) to show how it was tested. The experiment or demonstration is based on consumer behaviour literature, and responds to the specific MARS phenomenon observed. 2.5 5 1.5 10 Recommendations for managers – Managerial conclusions tie the phenomenon to clear marketing insights for a firm, brand, or manager. Recommendations are specific, measurable, operational, and detailed. 1.5 2.5 4 5

Performance Criteria (columns show maximum marks for each criteria) Objective/Criteria Needs Improvement Met Expectations Excellent Exceptional MARS phenomenon – What is the action, attitude, behaviour, or cognition under study? Introduces the concept clearly and articulately, and explores why such attitude, cognition or behaviour is important for the marketplace. 1.5 2.5 4 5 Theory/Concept(s) – articulates and demonstrates how current theory might explain the phenomenon, and what additional research might need to be done to reveal why, how and when the phenomenon occurs. Shows 2.5 5 7.5 10 good research ability and wide reading on the topic.

Recommendations for managers – Managerial conclusions tie the phenomenon to clear marketing insights for a firm, brand, or manager. What can a manager do or how should they change as a result of the phenomenon under study? Recommendations are specific, measurable, operational, and detailed. 1.5 2.5 4 5 Presentation – use of academic and key professional resources. Clean and clear writing; Spelling, grammar, punctuation, and written presentation. 0.5 1 1.5 2 Total Possible Marks for Each Criteria 7.5 15 23 30

Performance Criteria (columns show maximum marks for each criteria) Objective/Criteria Needs Improvement Met Expectations Excellent Exceptional Quirky phenomenon observation – Describes the behaviour, action, or activity. Illustrates with a coherent example and provides context for when the action or behaviour occurs, and when it might not occur. 1 2.5 4 5 Theory/Concept(s) – articulates and demonstrates how current theory might explain the phenomenon, and what additional research might need to be done to reveal why, how and when the phenomenon occurs. Shows good research ability and wide reading on the topic. 2.5 5 7.5 10 Application of Theory (s) – Shows a well-grounded understanding of basic consumer behaviour theories of attitudes, cognition, and behaviour. 2 4 6 8