AMB200 Tutorial Workbook Week 2- 7_sem 1 2016-1

AMB200 Tutorial Workbook Week 2- 7_sem 1 2016-1 - AMB200...

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AMB200 Consumer Behaviour Tutorial Workbook Weeks 2 to 7 Semester 1, 2016
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AMB200 Consumer Behaviour - Tutorial Workbook Wk 2-7 - Sem 1 2016_Page 1 The first six activities in this tutorial workbook are designed to help you analyse and explore your behaviour as a consumer.
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Tutorial 1 – Philosophical assumptions Activity 1 - What are your philosophical assumptions about consumer behaviour? Learning Objectives Upon successful completion of this tutorial, students should be able to: - compare and contrast the philosophical assumptions about consumer behaviour - use examples and theories to explain their own consumer behaviour Part A - Knowledge 1. Fill in the table below by circling the view that best reflects your opinion ACTING ON FREE WILL HIGHLY INFLUENCED 2. Which view was dominant? i) How many A s did you have? _____ ii) How many B s did you have? _____ In groups of three (see if you can include one person with an opposite dominant view), introduce yourself and discuss why you have different results. Provide a summary here. Are you surprised by your findings? AMB200 Consumer Behaviour - Tutorial Workbook Wk 2-7 - Sem 1 2016_Page 2 Proactive Consumers mainly act on their own initiative Reactive Consumers mainly respond to stimuli from the outside world Uniqueness Consumers are unique and cannot be compared with other consumers Universality Consumers are basically similar Freedom Consumers are basically in control of their behaviour and understand their motives Determinism The behaviour of people is basically out of their control and determined by external forces A B Variation Consumer behaviour and attitudes change significantly through their lifetime Stability Consumer behaviours and attitudes are relatively stable and unchanging over time Nature Consumers inherit characteristics that influence how they behave Nurture Forces in the environmental are the key influence on a consumer’s behaviour A B A B A B A B Do you have more A answers or B answers? A= Consumers are in control and make active decisions. Consumers are not easily manipulated by marketers. B = Consumers are not really in control and do not really know what they want. Consumers can be easily manipulated by marketers
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Part B – Application 3. Using the Engler 2003 reading (available on Blackboard) and consumer behaviour theory from your textbook (supported by academic journals where appropriate), explain how your dominant view influences your perception of the relationship between marketing and consumers. How do you think your dominant view influences: i) Your beliefs about the power of advertising ii) Your feelings that marketing makes people buy things they don’t need AMB200 Consumer Behaviour - Tutorial Workbook Wk 2-7 - Sem 1 2016_Page 3
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Tutorial 2 – Decision-making Activity 2 - What types of decisions do you make?
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  • One '12
  • IAN
  • Theory of Planned Behaviour

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