PSY 618 Module Five Short Paper Rubric Prompt How will your .docx

PSY 618: Module Five Short Paper Rubric
Prompt: How will your proposed changes have a personal
impact on the employees within the case study company? Could
there be unforeseen ethical implications? How do the changes
you propose align with your personal values of how employees
should be treated?
Format: The short paper should follow these formatting
guidelines: 2–4 pages in length, double spacing, 12-point Times
New Roman font, one-inch margins, and citations in APA
format.
Critical Elements
Exemplary
Proficient
Needs Improvement
Not Evident
Value
Impact
Meets “Proficient” criteria and includes examples from
scholarly research
(27-30)
Describes the impact of the changes on employees within the
company
(24-26)
Description of the impact of changes on employees within the
company is lacking in detail
(21-23)
Does not describe the impact of the changes on employees
within the company
(0-20)
30
Ethical Implications
Meets “Proficient” criteria and substantiates evaluation through

the use of evidence from scholarly research
(27-30)
Evaluates possible unforeseen ethical implications
(24-26)
Evaluation of unforeseen ethical implications is not
substantiated
(21-23)
Does not evaluate possible unforeseen ethical implications
(0-20)
30
Employee Treatment
Meets “Proficient” criteria, and description is supported by
specific examples
(27-30)
Describes how the changes align with personal values toward
the treatment of employees
(24-26)
How the changes align with personal values toward the
treatment of employees is not sufficiently described
(21-23)
Does not describe how the changes align with personal values
toward the treatment of employees
(0-20)
30
Articulation of Response
Submission is free of errors related to citations, grammar,
spelling, syntax, and organization and is presented in a
professional and easy-to-read format
(9-10)
Submission has no major errors related to citations, grammar,
spelling, syntax, or organization
(8)
Submission has major errors related to citations, grammar,

spelling, syntax, or organization that negatively impact
readability and articulation of main ideas
(7)
Submission has critical errors related to citations, grammar,
spelling, syntax, or organization that prevent understanding of
ideas
(0-6)
10
Earned Total
Comments:
100%
1
Running head: CONSUMER BEHAVIOR
CONSUMER BEHAVIOR
Consumer Behavior
Name
Institution
Pop culture millionaire
They spend huge amounts of money on expensive and luxurious
items. They put on expensive clothes, wear expensive watches
and drive recent luxurious car models. This is majorly brought
about by the occupation they have that requires an expensive
lifestyle. They are popular people known for what they do and
because of their high social status. Most of them have proper
media coverage. They have very high monthly income from the
work they do. They live in upscale neighborhoods and have top
positions in top organizations in the country. One reason that
makes them different is the kind of high lifestyle they live. This
is based on the way they spend. Their expenditure is well above

their means and they would only survive on paycheck. They are
more concerned with consuming rather than investing. They
seek to boost their image in the eyes of the people (Stanley &
Danko, 1996).
Real millionaire
One reason that makes them different is their low social status.
This is based on their expenditure and the kind of occupation
they have. They spend averagely and their expenditure is so far
below their means. They are more concerned with making
investments rather than consumption. Their household
expenditure is an insignificant figure of their income. They are
engaged in businesses that do not require a high social status.
Their net worth is greatly higher than the expected and they
would survive ten or more years without working (Stanley &
Danko, 1996). Their focus is on how to minimize costs and have
little time for activities that only aim at improving the image
and not bring money. Because they do not have the time and
interest for media coverage, they are unpopular.
Contributing factors to the misconception of who millionaires
really are
Most of the people who have a lot of wealth have inherited it
from their families and did not acquire it in one generation.
Wealth is related to the family background and someone with
poor parents would not be thought to having the capacity to be
wealthy. This is not the true description of who millionaires
really are. Millionaires accumulate their wealth progressively
over time and their wealth is as a result of their savings and
investments over time (Stanley & Danko, 1996).
High spending is attributed to people who have a lot of money.
There is the perception that people who buy expensive things
have a lot of wealth. People are regarded as wealthy depending
on their consumption and not investments and savings. This is
not true as those who are taken to be wealthy spend so much
above their income. The real millionaires spend well below

their income and prefer to invest rather than consume.
Popularity is taken as a measure of wealth someone has. The
people with high profile jobs in reputable organizations will
therefore be taken to be millionaires. Those who have wide
media coverage are said to have a lot of wealth and that is why
they are the center of discussion. In this case, people running
businesses such as welding and garages would not be viewed as
wealthy to be millionaires.
People that believe in better jobs rather than self-employment
would view high ranking employees as the wealthiest people in
the country. The real millionaires on the other are not wealthy
because of the kind of job they do but because of extra things
they do to earn the money. Those who earn salaries in millions
are taken to be millionaires yet they might be having a very low
net worth. Therefore, salaries, lifestyle, family background and
popularity are wrong measure of identifying millionaires. There
should be looking at the net worth of individuals, their ability to
be independent and the investments they have made.
Consumer behavior concepts from the book that describes Mr.
Friend’ consumption
He is an experiencer. It states from the book on page 243 that
experiencers are consumers who have enough resources but are
impulsive, young and enjoy risky experiences
("Consumer+BehaviorBuying,+Having+-+Michael+R.+Solomon
12th.pdf", 2016). Mr. Friend is impulsive from the way he does
not think over the effects of the consumption decisions he
makes. According to his income, he has enough resources which
are ruined by the decisions he makes. He would increase debts
and use it as a motivation yet it is so risky in case he lost his
job. His consumption behavior best describe him as an
experiencer. He is a striver. On the same page, strivers are the
kind of consumers who have few resources and are concerned
about more about the approval of others
12th.pdf", 2016). This is a concept that best describes Mr.

Friend as he aims at maintaining a high social status. He lives a
life of pleasing people and does not realize the harm he is
causing himself. The amount of resources he has barely meets
his demands and is way above his expenditure. These aspects of
him qualify him as a striver.
How parents affected Mr. Friend
It states from the book on page 247 that socialization agents
such as parents, teachers and friends impact on us due to the
interactions we have with them
12th.pdf", 2016). Through these interactions, there is discovery
of crescive norms. One of the norms is convention which
performs regulation of the conduct of people in their daily lives.
This is concerned with the subtleties of consumer behavior.
This is how the parents of Mr. Friend got to influence him.
Through his stay and interaction with his parents, Mr. Friend
developed these norms which relate to consumer behavior. He
developed the norm of spending all money without saving. The
other norm is custom which relates to the basic behavior.
References
Stanley, T. & Danko, W. (1996). The millionaire next door.
Atlanta, Ga.: Longstreet Press.
Consumer+BehaviorBuying,+Having+-+Michael+R.+Solomon
12th.pdf. (2016). Google Docs. Retrieved 26 October 2016,
from
https://drive.google.com/file/d/0BzJyuUPHCOXhRnpkWG9ibFh
4SWc/view?usp=drive_web
1
6
CONSUMER BEHAVIOR

Consumer Behavior
Name
Institution

1. Discuss which consumer behavior concept most closely
relates to the effect that
concerns, fears and worries of Dr. North and South could have
on their
consumption habits. Explain how and why.
Cognitive dissonance would determine whether someone would
purchase a certain product or not. There is the attitude that one
develops towards a certain product before buying it. Cognitive
dissonance is closely related to the effect concerns, fears and
worries would have on purchasing. This is because the three
would shape the attitude of someone towards a particular
product("Consumer+BehaviorBuying,+Having+-
+Michael+R.+Solomon 12th.pdf", 2016).
(Stanley & Danko, 1996). In the end North would end up buying
a cheaper car while South would prefer an expensive model.
2. In addition to the factors described in the book, what other
factors might explain
why doctors are UAWs.
Doctors generally lack the knowledge of managing business.
Most of the learning by the doctors is centered on sciences. The
place they would spend most of their time is in laboratories and
hospitals. They would even have limited to time to sit down and
be given financial advice. Knowledge and experience in the
world of business is important for people who make
investments. They therefore have the money but they lack the
knowledge on how to use it fruitfully by investing.

The nature of the job of a doctor requires a sober mind all the
time and it is necessary to have the lowest levels of stress. This
is because the doctors deal with lives of people and any case
would be important for them. Because of this, many of them
would want to live a lifestyle of enjoyment. They would not
want to think financial matters before making any expenditure.
They lead such kind of lives thinking it is what would help them
be more comfortable.
History has acted to shape the doctors into being UAW’s.
Doctors have over time not been known for any business
ventures. They are people who give maximum dedication to
their job. If there is any advancement, they have to do it in their
field of work. Knowing this, most of the doctors are not
bothered with making investments. They therefore are only
consumers.
Some doctors are UAW’s because they want to compensate for
the good things they sacrificed while others enjoyed. Doctors
would take a lot of time studying and doing researches before
they get employed. At this time many people who schooled with
them would be employed and have time to enjoy their life.
When it comes to their work, they have more time dedicated to
their work and have minimal time for leisure. This gives many
of them the urge to compensate on these things. They use every
chance they get to maximize on leisurely activities and luxuries.
3. Compare and contrast the North’s and South’s car shopping
methods to the
consumer decision making process (How do the North’s and
South’s car shopping
methods compare to the consumer decision making process?).
South’s car shopping method is clearly in line with the
consumer decision making process. He has his needs in terms of
the car and it accessories. He is more concerned with the high
models and goes in search for information on the sources. His
method takes quite a long period of time from the time he

allocates to each stage (Stanley & Danko, 1996).. He gives
concentration on the many alternatives he has and he does not
easily narrow down to certain sources. He takes with him a lot
of alternatives to make sure he comes out with the best.
However, when it comes to the post purchase, he seems not to
misunderstand the value the car would have for them. He
follows every step just as in the consumer decision making
process.
North’s has fewer stages. The time allocated at every stage is
minimal as he is not much interested in getting the best. In fact
his evaluation of the existing alternatives is not meant to get the
best out of the many but majorly to cut on the costs. He does
not take a lot of time evaluating alternatives on his own but
goes and gets advice from a dealer. His decision is therefore
shaped on the advice he receives (Stanley & Danko, 1996)..
Post purchase evaluation is key to north. This is why he is loyal
to a certain type of cars. He does not have alternatives for a car.
He considers how his first Mercedes served him and uses it as
basis to continue using the brand.
4. list four theories or concepts that might explain why non-
millionaires drive vehicles that are
expected of real millionaires
Theory of cognitive dissonance- this is the reason why non-
millionaires are willing to spend huge amounts on expensive
cars. First, there is that dissonance where it seems like wasting
money. However, they find a way to take away this dissonance
by elevating the attractiveness of the expensive cars. They
consider the features of the cars and compare to other cheap
cars. By doing this, they decide to go for expensive cars of real
millionaires (consumer, 268).
Self-perception theory- this is the reason why the non-
millionaires would always opt for expensive cars and not
change to cheaper cars. In this theory, the consumer looks at
their behavior and uses it to make decisions. They look at how
they are used driving high class cars and find that they are used

to it. They would therefore at any time go for the cars that are
meant for the real millionaires (consumer, 269).
Social judgment theory- this is the reason why non-millionaires
go for cars meant for millionaires and would reject cheaper
cars. They form latitudes of acceptance and rejection. In this
case, the non-millionaires would only prefer new expensive
models and reject anything less than that (consumer, 270).
Balance theory- this is the reason as to why the non-millionaires
like driving positively valued cars. The non-millionaires want to
form a unit relation with the people in their profession. The aim
is to eliminate inconsistencies so that they can improve their
attitude. For example, a lawyer would want to drive highly rated
cars to be in the same unit as the colleagues. Not doing so
would tend to create a negative attitude for them (consumer,
270).
Theory of trying- this is the reason why non-millionaires cannot
change their consumption behavior even if they would like to do
it. The environment plays a major role in shaping their
decisions to buy expensive cars. They could wish to buy
cheaper cars but their friends and the people around would
perceive it negatively. They are forced to buy cars of real
millionaires because that is what people around expect of them
(consumer, 280).
Conclusion
The non-millionaires drive expensive cars because of different
reasons. For some, it is a consumption behavior they have put
up for themselves. In other cases, it is because of the external
forces around them. However, it is possible that some would
want to change but still find it difficult. This is because of the
environment that does not allow them to so.
References
Stanley, T. & Danko, W. (1996). The millionaire next door.
Atlanta, Ga.: Longstreet Press.
Consumer+BehaviorBuying,+Having+-+Michael+R.+Solomon
12th.pdf. (2016). Google Docs. Retrieved 26 October 2016,

from
https://drive.google.com/file/d/0BzJyuUPHCOXhRnpkWG
9ibFh4SWc/view?usp=drive_ web
1
2
CONSUMER BEHAVIOR
4. list four theories or concepts that might explain why non-
millionaires drive vehicles that are
expected of real millionaires
Theory of cognitive dissonance- this is the reason why non-
millionaires are willing to spend huge amounts on expensive
cars. First, there is that dissonance where it seems like wasting
money. However, they find a way to take away this dissonance
by elevating the attractiveness of the expensive cars. They
consider the features of the cars and compare to other cheap
cars. By doing this, they decide to go for expensive cars of real
millionaires (consumer, 268).
Self-perception theory- this is the reason why the non-
millionaires would always opt for expensive cars and not
change to cheaper cars. In this theory, the consumer looks at
their behavior and uses it to make decisions. They look at how
they are used driving high class cars and find that they are used
to it. They would therefore at any time go for the cars that are
meant for the real millionaires (consumer, 269).
Social judgment theory- this is the reason why non-millionaires
go for cars meant for millionaires and would reject cheaper
cars. They form latitudes of acceptance and rejection. In this
case, the non-millionaires would only prefer new expensive
models and reject anything less than that (consumer, 270).
Balance theory- this is the reason as to why the non-millionaires
like driving positively valued cars. The non-millionaires want to
form a unit relation with the people in their profession. The aim

is to eliminate inconsistencies so that they can improve their
attitude. For example, a lawyer would want to drive highly rated
cars to be in the same unit as the colleagues. Not doing so
would tend to create a negative attitude for them (consumer,
270).
Theory of trying- this is the reason why non-millionaires cannot
change their consumption behavior even if they would like to do
it. The environment plays a major role in shaping their
decisions to buy expensive cars. They could wish to buy
cheaper cars but their friends and the people around would
perceive it negatively. They are forced to buy cars of real
millionaires because that is what people around expect of them
(consumer, 280).
Conclusion
The non-millionaires drive expensive cars because of different
reasons. For some, it is a consumption behavior they have put
up for themselves. In other cases, it is because of the external
forces around them. However, it is possible that some would
want to change but still find it difficult. This is because of the
environment that does not allow them to so.

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