Criteria (Rubric)1. Create a title page and table of contents .docx

Criteria (Rubric)
1. Create a title page and table of contents with all required
information that is correctly formatted.
2. Write an Executive Summary that includes a brief and
concise overview of the research question, business problem,
key results, and recommendation.
Research Question: How can Equifax create better security
measures in order to protect customer information and regain
their trust?
3. Describe the research methods in sufficient detail. (use at
least 4 listening tools)
4. Describe the results of the listening plan data analysis in
sufficient detail and with accompanying charts and graphs.
5. Provide final conclusions and a business recommendation
that logically addresses the business challenge.
6. Develop an appendix with a properly formatted bibliography
and references.
7. Develop and deliver a presentation on the key findings
(executive summary).
9. Clarity, writing mechanics, and formatting requirements

*
Copyright © 2013 Pearson Education, Inc. Publishing as
Prentice Hall
Culture?
Dr L Spiteri Cornish
OBJECTIVE: It is important to understand that culture is like a
society’s personality and it shapes our identities as individuals
Culture includes both abstract ideas, such as values and ethics,
and material objects and services, such as the automobiles,
clothing, food, art, and sports a society produces. Put another
way, it’s the accumulation of shared meanings, rituals, norms,
and traditions among the members of an organization or society.
We simply can’t understand consumption unless we consider its
cultural context: Culture is the “lens” through which people
view products.
Our culture determines the overall priorities we attach to
different activities and products, and it also helps to decide
whether specific products will make it. A product that provides
benefits to members of a culture at any point in time has a much
better chance to achieve marketplace acceptance.
Last Lecture…
We discussed :That self-concept strongly influences consumer
behavior.That products often play a pivotal role in defining the
self-concept.The role of self-esteem in buying behaviorThe

difference between real and actual self and the role of products
in bridging this gapThe role of extended self in our buying
decisions
*
Lecture Objectives
After this lecture, you should understand thatA culture is a
society’s personality; it shapes our identities as individuals.
Myths are stories that express a culture’s values, and in modern
times marketing messages convey these values.Rituals play an
important part in our lives and marketers adopt them as part of
their targeting strategies.
*
https://www.youtube.com/watch?v=6_WAmt3cMdk
Culture and 'weird' foods
What is Culture?
Characteristics of Culture Culture is learned Culture is
unconscious Culture is Symbolic Culture is a way of life

Culture is Dynamic
“Everything that people have, think, and do as members of a
society” (Ferraro, 2005)
Schiffman, L. G. and Wisenblit, J. (2014) Consumer Behaviour.
Prentice Hall: London
*
*
Values Norms Ideas/Beliefs Attitudes Symbols Traditions
Artifacts
Dimensions of Culture
*
Defining CultureThe accumulation of shared meanings, rituals,
norms, and traditions among membersDefines a human
community, its individuals, its social organizations, its
economic and political system. Includes both abstract ideas,
such as values and ethics, as well as the material objects and

services, such as cars, clothing, food, art and sports. Individual
consumers and groups of consumers are but part of culture, and
culture is the overall system within which other systems are
organized.”
Solomon, M., Bamossy, G., Askegaard, S & Hogg, K. (2013)
Consumer behaviour: a European perspective, Pearson: London.
*
What do these products say about today’s culture?
*
Hong Kong Secret Night Meal
Studying Culture in CBCulture is the lens through which
consumers view products and try to make sense of their own and
other people’s behaviour.Consumption choices cannot be
understood without considering the cultural context in which

they are made.Culture determines the overall priorities that a
consumer attaches to different activities and products.the
success or failure of specific products and services.
The material evidence of what a cultures does
What its people value
What attitudes prevail, how they conduct their lives
Usually embody the ideas and traditions of a society
Cultural Artifacts
De Mooij, M. and Hofstede, G. (2011) Cross-Cultural Consumer
Behavior: A Review of Research Findings Journal of
International Consumer Marketing, 23, pp. 181–192, 2011
Copyright �
*
Norwegians Don't Believe in God
Hersey Struggles with China Weak Chocolate Appetite

Understanding Culture
Norms: rules dictating what is right or wrongEnacted norms:
explicitly decided on (e.g., green light equals “go”)Crescive
norms: Embedded into a culture and only discovered through
interaction with other members of that culture:Customs: norms
handed down from the past that control basic behavior (e.g.
household roles or special ceremonies)Mores: custom with a
strong moral overtone (e.g. incest; sexuality)Conventions:
norms regarding the conduct of everyday life (e.g. correct way
to host a dinner party).
*
The Italians Who Prefer American Coffee
Culture is the lens through which people view products as well
as companies and brands!Culture channels consumer values,
attitudes, motives and goal directed behavior, as well as their
personalities.Culture influences the overall priorities consumers
attach to different activities and productsConsumption choices
cannot be understood without considering the cultural context in
which they are madeDetermines the success or failure of
specific products or servicesDetermines the success or failure of

marketing communications
Why should Marketers Understand Culture?
Luna, D. and Forquer Gupta, S. (2001) "An integrative
framework for cross‐cultural consumer behavior",International
Marketing Review, Vol. 18 Iss: 1, pp.45 - 69
*
Chocolate Fries in Japan
Hiring Millenials in Japan
Culture & Marketing
Colgate's Cue toothpaste had problems in France as cue is a
crude term for "butt" in France.
Parker pen mistook embarazar (to impregnate) to mean to
embarrass and ran an ad in Mexico stating "It won't leak in your
pocket and make you pregnant”.
Ikea removed women from its catalogue in Saudi Arabia which
was met by worldwide protests and complaints.
American Airlines introduced its new leather first-class seats in
Mexico by saying "Fly in leather" which literally translates to

"fly naked“.
Many companies have had to learn that white is the colour of
mourning in the Far East while it means purity in many Western
countries and change their packaging and advertising
accordingly.
China Racist Whitewashing Advert
Brand Names Outside the USA
Chevrolet Nova didn't do well in Spanish speaking countries
...Nova means 'No Go' In Brazil the Ford Pinto flopped because
Pinto was Brazilian slang for "tiny male genitals." Ford pried
all the nameplates off and substituted Corcel, which means
horse. Bacardi concocted a fruity drink with the name 'Pavian'
to suggest French chic ... but 'Pavian' means 'baboon' in
German. A peanut-packed chocolate bar targeted at Japanese
teenagers needing energy while cramming for exams ran into a
belief that eating peanuts and chocolate causes nosebleeds.
Coors slogan, "Turn it Loose," translated into Spanish as
"Suffer From Diarrhea." Jolly Green Giant translated into
Arabic means "Intimidating Green Ogre."
*

Puffs tissues had a bad name in Germany since "Puff" is a
colloquial term for whorehouse. Chicken magnate Frank
Perdue’s slogan "It takes a tough man to make a tender chicken,
“translated into Spanish came out as "It takes a sexually
stimulated man to make a chicken affectionate." In Italy, a
campaign for Schweppes Tonic Water translated the name
into"Schweppes Toilet Water."Beta Systems of Germany
prefaced all its software products in North America with the
word Beta, which in the Software business is pre-release testing
phase of the product meaning it’s not ready for general
use.Japan's 2nd-largest tourist agency, the Kinki Nippon Tourist
Co., changed its name after it began receiving requests for
unusual sex tours when it entered English-speaking
markets.Scandinavian vacuum manufacturer Electrolux used the
following in an American campaign, "Nothing sucks like an
Electrolux".
*
Hofstede’s 4 Dimensions of Culture
Power
Distance
Uncertainty
Avoidance
Masculine
versus
Feminine
Individualism
versus
Collectivism

Way members perceive differences in power when they form
interpersonal relationships
Degree to which people feel threatened by ambiguous situations
Degree to which sex roles are clearly delineated
Extent to which culture values the welfare of the individual
versus that of the group
Discussion of Theory
Study based on IBM: 64 national subsidiaries, 116,000 workers
(not just managers), three world regions
Reports averages; does not describe exact individual situations
IBM values may overwhelm national values
Privileged group
Researcher bias? Western stereotypes and culturally biased
conclusions?
Many recent studies validate Hofstede’s dimensions
De Mooij, M. and Hofstede, G. (2011) Cross-Cultural Consumer
Behavior: A Review of Research Findings Journal of
International Consumer Marketing, 23, pp. 181–192, 2011
Copyright �
MYTHS AND RITUALS
A Myth is a Story Containing Symbolic Elements That Express
the Shared Emotions and Ideals Of a Culture.
Mythic Characters and symbols are often used in advertising
*

MythsMyth: a story containing symbolic elements that represent
the shared emotions/ideals of a culture
*
Myths in Modern Popular CultureMyths are often found in
comic books, movies, holidays, and commercialsConsumer fairy
tales: Disney weddingsMonomyths: a myth that is common to
many cultures (e.g. superhero). Many present characters and
plot structures that follow mythic patterns
*
VictoryLiberationThe raising of the flagGood guys coming
making the world safe for democracy Conquering repressive
evilAmerica coming together and struggling against
insurmountable oddsFreedom to buyFreedom to choose the
clothes that free them from the "trends" of the masses Freedom
is a style, not a struggle Is this what Freedom has Bought?
Symbol
Myth &
Advertising
*

RitualsRituals are sets of multiple, symbolic behaviors that
occur in a fixed sequence and that tend to be repeated
periodicallyGroomingGift-givingHolidayRites of passage
*
When you hear the word, ritual, you may think of something
formal and serious like the ritual of taking communion at
church. In reality, consumers have many ritualistic activities.
Having Sunday brunch, going daily to Starbucks, and tailgating
before football games are all examples of commonplace rituals.
Rituals
Businesses supply ritual artifacts (items needed to perform
rituals) to consumersWedding rice, birthday candles, diplomas,
online gift registries
*
Grooming RitualsAll consumers have private grooming
ritualsAid transition from private to public self (or back
again)Inspires confidence, cleanses body of dirtBefore-and-after
phenomenonPrivate/public and work/leisure personal
ritualsBeauty rituals reflect transformation from natural state to
social world or vice versa

*
Gift-Giving RitualsGift-giving ritual: consumers procure the
perfect object, meticulously remove price tag, carefully wrap it,
then deliver it to recipientGift giving is a form of:Economic
exchangeSymbolic exchangeSocial expressionEvery culture
prescribes certain occasions and ceremonies for giving gifts
*
Gift-giving stages
Gestation: procures an item to mark some event
Reformulation: giver and receiver redefine the bond between
them
Presentation: process of gift exchange
The gift-giving ritual proceeds in three distinct stages:
During gestation the giver procures an item to mark some
event. This event may be either structural (i.e., prescribed by
the culture, as when people buy Christmas presents) or emergent
(i.e., the decision is more personal and idiosyncratic).
The second stage is presentation, or the process of gift

exchange. The recipient responds to the gift (either
appropriately or not), and the donor evaluates this response.
In the reformulation stage the giver and receiver redefine
the bond between them (either looser or tighter) to reflect their
new relationship after the exchange. Negativity can arise if the
recipient feels the gift is inappropriate or of inferior quality.
For example, the hapless husband who gives his wife a vacuum
cleaner as an anniversary present. The donor may feel the
response to the gift was inadequate or insincere or a violation of
the reciprocity norm, which obliges people to return the gesture
of a gift with one of equal value.
Harvey Nichols_Avoiding Gift Face
Holiday Rituals- Use ritual artifacts and scripts.
On holidays, we step back from our everyday lives and perform
ritualistic behaviors unique to those occasions.
These special events require tons of ritual artifacts and scripts.
The Thanksgiving holiday script includes serving foods such as
turkey and cranberry sauce that many of us consume only on
that day, complaining about how much we’ve eaten (yet rising
to the occasion to find room for dessert), and (for many) a
postmeal trip to the couch for the obligatory football game.
Holiday Rituals

Consumers perform rituals unique to those occasions
(Christmas; Halloween; Easter)Marketers find ways to
encourage gift givingBusinesses invent new occasions to
capitalize on need for cards/ritual artifactsSecretaries’ Day and
Grandparents’ DayRetailers elevate minor holidays to major
ones to provide merchandising opportunitiesValentine’s Day
*
http://www.whychristmas.com/cultures/
To do…
Read chapter on “Culture”Read the following paper:Craig and
Douglas (2006) “Beyond national culture: implications of
cultural dynamics for consumer research”, International
Marketing Review, 23(3), p. 322-342
*
OBJECTIVE: It is important to understand that culture is like a
society’s personality and it shapes our identities as individuals
Culture includes both abstract ideas, such as values and ethics,
and material objects and services, such as the automobiles,
clothing, food, art, and sports a society produces. Put another
way, it’s the accumulation of shared meanings, rituals, norms,
and traditions among the members of an organization or society.
We simply can’t understand consumption unless we consider its
cultural context: Culture is the “lens” through which people
view products.

Our culture determines the overall priorities we attach to
different activities and products, and it also helps to decide
whether specific products will make it. A product that provides
benefits to members of a culture at any point in time has a much
better chance to achieve marketplace acceptance.
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*

*
*
When you hear the word, ritual, you may think of something
formal and serious like the ritual of taking communion at
church. In reality, consumers have many ritualistic activities.
Having Sunday brunch, going daily to Starbucks, and tailgating
before football games are all examples of commonplace rituals.
*
*
*
The gift-giving ritual proceeds in three distinct stages:
During gestation the giver procures an item to mark some
event. This event may be either structural (i.e., prescribed by
the culture, as when people buy Christmas presents) or emergent
(i.e., the decision is more personal and idiosyncratic).
The second stage is presentation, or the process of gift
exchange. The recipient responds to the gift (either
appropriately or not), and the donor evaluates this response.
In the reformulation stage the giver and receiver redefine
the bond between them (either looser or tighter) to reflect their
new relationship after the exchange. Negativity can arise if the
recipient feels the gift is inappropriate or of inferior quality.
For example, the hapless husband who gives his wife a vacuum
cleaner as an anniversary present. The donor may feel the
response to the gift was inadequate or insincere or a violation of
the reciprocity norm, which obliges people to return the gesture
of a gift with one of equal value.
On holidays, we step back from our everyday lives and perform

ritualistic behaviors unique to those occasions.
These special events require tons of ritual artifacts and scripts.
The Thanksgiving holiday script includes serving foods such as
turkey and cranberry sauce that many of us consume only on
that day, complaining about how much we’ve eaten (yet rising
to the occasion to find room for dessert), and (for many) a
postmeal trip to the couch for the obligatory football game.
*
*
Motivation and Values
Dr L Spiteri Cornish
We discussed:That both personal and social conditions
influence how we spend our money. How we group consumers
into social classes and how this defines where they stand in
society. That a person’s desire to make a statement about his
social class, or the class to which he hopes to belong, influences
the products he likes and dislikes.

*
After this lecture, you should understand :That it’s important
for marketers to recognize that products can satisfy a range of
consumer needs.That the way we evaluate and choose a product
depends upon our degree of involvement with the product, the
marketing message, and/or the purchase situation.
*
*
Making more Babies
Marketers to recognize that products can satisfy a range of
consumer needs. Marketers give us solutions!
Motivation refers to the processes that lead people to behave as
they do. It occurs when a need is aroused that the consumer
wishes to satisfy. The need creates a state of tension that drives
the consumer to attempt to reduce or eliminate it. This need
may be utilitarian (i.e., a desire to achieve some functional or
practical benefit, as when a person loads up on green vegetables
for nutritional reasons) or it may be hedonic (i.e., an
experiential need, involving emotional responses or fantasies).
The desired end state is the consumer’s goal . Marketers try to

create products and services to provide the desired benefits and
help the consumer to reduce this tension.
*
A need creates a state of tension that drives the consumer to
attempt to reduce or eliminate it.The desired end state is the
goalThe degree of arousal is drive
*
This need may be utilitarian (i.e., a desire to achieve some
functional or practical benefit, as when a person loads up on
green vegetables for nutritional reasons) or it may be hedonic
(i.e., an experiential need, involving emotional responses or
fantasies, as when Basil longs for a juicy steak). The desired
end state is the consumer’s goal.
Marketers try to create products and services to provide the
desired benefits and help the consumer to reduce this tension.
Whether the need is utilitarian or hedonic, the magnitude of the
tension it creates determines the urgency the consumer feels to
reduce it. We call this degree of arousal a drive. We can satisfy
a basic need in any number of ways, and the specific path a
person chooses is influenced both by her unique set of
experiences and by the values his or her culture instills. These
personal and cultural factors combine to create a want, which is
one manifestation of a need.
*
2-*

*
2-*
Stimulus
Need
Recognition
Drive
State
Goal
Directed
Behavior
Actual state
Desire State
*
2-*

NEED FOR ACHIEVEMENT
Value personal accomplishment
Place a premium on products that signify success (luxury
brands, technology products)
4-*
NEED FOR AFFILIATION
Want to be with other people
Focus on products that are used in groups (alcoholic beverages,
sports bars)
NEED FOR POWER
Control one’s environment
Focus on products that allow them to have mastery over
surroundings (muscle cars, loud boom-boxes)
NEED FOR UNIQUENESS
Assert one’s individual identity
Enjoy products that focus on their unique character (perfumes,
clothing)
*
Need for achievement refers to the desire to accomplish
something. Sometimes people will express a need for
achievement with premium products that express success.
Need for affiliation is the desire to be with other people.
Products that express emotion and aid in group activities are
relevant.
Need for power is the need to control one’s environment.
Products that allow us to feel mastery over our surroundings
and situation meet this need.

Need for uniqueness is the need to assert one’s individual
identity. Products that pledge to illustrate our distinct qualities
meet this need.
Motivation satisfies either utilitarian or hedonic needs.
Satisfying utilitarian needs implies that consumers emphasize
the objective, tangible attributes of products e.g. fuel economy
in a car.
Satisfying hedonic needs implies that consumers emphasize
subjective and experiential aspects, e.g. self confidence,
excitement, etc.
Overby, J. and Lee, E. (2006). The effects of utilitarian and
hedonic online shopping value on consumer preference and
intentions, Journal of Business Research 59, 1160–1166.
Kelley C., Anderson, D., et al. (2008). Inﬂuence of hedonic and
utilitarian motivations on retailer loyalty and purchase
intention: a Facebook perspective. Journal of Retailing and
Consumer Services, 21, 773–779.
*
2-*
*
2-*

Motivational Conflict
APPROACH/AVOIDANCE
APPROACH/APPROACH
AVOIDANCE/AVOIDANCE
A goal has valence, which means that it can be positive or
negative. Therefore, goals can be sought or avoided. There are
three general types of conflicts:
Approach-approach conflict—a person must choose between
two desirable alternatives such as choosing between two
favorite brands of automobiles.
Approach-avoidance conflict—many products or services we
desire have negative consequences attached to them. An
example is having to undergo a root canal procedure in order to
rectify tooth decay.
Avoidance-avoidance conflict—a choice between two
undesirable alternatives such as having to spend more on an
older car or buy a newer more expensive car.
Two desirable alternatives
Cognitive dissonance
Positive & negative aspects
of desired product
Guilt of desire occurs
Facing a choice with two
undesirable alternatives

*
A person has an approach–approach conflict when she must
choose between two desirable alternatives. The theory of
cognitive dissonance is based on the premise that people have a
need for order and consistency in their lives and that a state of
dissonance (tension) exists when beliefs or behaviors conflict
with one another. We resolve the conflict that arises when we
choose between two alternatives through a process of cognitive
dissonance reduction, where we look for a way to reduce this
inconsistency (or dissonance) and thus we eliminate unpleasant
tension.
Dissonance occurs when a consumer must choose between two
products, both of which possess good and bad qualities. When
he chooses one product and not the other, the person gets the
bad qualities of the product he buys and loses out on the good
qualities of the one he didn’t buy. This loss creates an
unpleasant, dissonant state he wants to reduce. We tend to
convince ourselves, after the fact, that the choice we made was
the smart one as we find additional reasons to support the
alternative we did choose—perhaps when we discover flaws
with the option we did not choose (sometimes we call this
“rationalization”). A marketer can bundle several benefits
together to resolve an approach–approach conflict.
Types of Motivational Conflict
*

.
Maslow's Hierarchy of Needs: Does It Apply In A Collectivist
Culture
Gambrel, P.A. and Cianci, R. (2003). Maslow's Hierarchy of
Needs: Does It Apply in A Collectivist Culture Journal of
Applied Management and Entrepreneurship 8.2, 143-161
.
*
This exhibit illustrates Maslow’s Hierarchy of Needs. The
hierarchy includes five levels: 1) physiological, 2) safety, 3)
belongingness, 4) ego needs, and 5) self-actualization.
Marketers’ application of this hierarchy has been somewhat
simplistic, especially as the same product or activity can gratify
different needs. For example, one study found that gardening
could satisfy needs at every level of the hierarchy:
• Physiological—“I like to work in the soil.”
• Safety—“I feel safe in the garden.”
• Social—“I can share my produce with others.”
• Esteem—“I can create something of beauty.”
• Self-actualization—“My garden gives me a sense of peace.”
Koltko-Kulik, W. (2005). Rediscovering the later version of
Maslow's hierarchy of needs: Self-transcendence and
opportunities for theory, research, and unification. Review of
General Psychology, 10(4), 302-317

History will see advertising "as one of the real evil things
of our time. It is stimulating people constantly to want things,
want this, want that."
Malcolm Muggeridge, quoted in Eric Clark, The Want Makers:
Inside the World of Advertising, 1988, New York: Penguin
Books, p. 371
2-*
PMS Chocolate_Wants Needs
Solomon's Wants vs Needs for Marketers
Got Milk?
Involvement: perceived relevance of an object based on one’s
needs, values and interests
OBJECTIVE: It is important to understand why the way we

evaluate and choose a product depends upon our degree of
involvement with the product, the marketing message, and/or
the purchase situation
We use the word object in the generic sense to refer to a product
(or a brand), an advertisement, or a purchase situation.
Consumers can find involvement in all these objects.
INERTIA
FLOW
Because a person’s degree of involvement can be conceived as a
continuum, consumption at the low end of involvement is
characterized by inertia. In this state, decisions are made out of
habit because the consumer lacks the information to consider
alternatives. To the contrary, decisions can be very passionate
and carry great meaning for a person. In consumer situations of
high involvement, the consumer enters a flow state, where the
consumer is in an elated state of focus and concentration and
loses track of time.
Inertia: consumption at the low end of involvement (Decisions
made out of habit (lack of motivation)Flow : consumers are
truly involvedSense of controlConcentrationMental
enjoymentDistorted sense of time
Carù, A., & Cova, B. (2003). Revisiting consumption
experience: A more humble but complete view of the concept.

Marketing Theory, 3(2), 267.
*
*
2-*Cult product: command fierce consumer loyalty, devotion,
and even worship by consumers who are highly involved
Cult Branding_China
Cult Branding Done Right
Value: a belief that some condition is preferable to its opposite
(E.g. looking younger is preferable to looking older)People’s
values play an important role in their consumption activities,
since many products and services are purchased because it is
believed that they will help attain a certain
goal.Products/services = help in attaining value-related goal
Lynn R. K. and Kennedy, P. (2013). “Using the list of values
(LOV) to understand consumers”, Journal of consumer
Marketing, Vol. 2 Iss: 4, pp. 49 - 56.
Values change over time. Values can be challenged.Cultures
differ in the relative importance they assign to universal values
e.g. security, relationships/ This determines a country’s value

systemChildren learn their cultures core values from
socialization agents such as parents, teachers and friendsThe
meaning of core values is dependent on the local cultural
contextIn many cases values can be universal – desire for
health, wisdom, etc.
Brosch, T., and Sander, D. (2014). Appraising value: the role of
universal core values and emotions in decision-making. Cortex,
59, 203-205.
Madhavan P., Lane, V. and Stansifer M.L. (2015) "A time-based
analysis of changing consumer values in India", Journal of
Indian Business Research, 7(3), pp.271 - 291
Conscientious consumerism: consumer’s focus on personal
health merging with a growing interest in global healthLOHAS
(lifestyles of health and sustainability): Consumers who:Worry
about the environmentWant products to be produced in a
sustainable waySpend money to advance what they see as their
personal development and potential
Menzel, S. and Green, T. L. (2013). Sovereign Citizens and
Constrained Consumers: Why Sustainability Requires Limits on
Choice. Environmental Values 22, pp. 59-79
*
https://www.gov.uk/government/statistics/uks-carbon-footprint

The carbon footprint measures, in units of carbon dioxide, the
impact human activities have on the environment in terms of the
amount of greenhouse gases they produce. The average
American is responsible for 9.44 tons of CO2 per year! As the
figure shows, a carbon footprint comes from the sum of two
parts, the direct, or primary, footprint and the indirect, or
secondary, footprint:
1) The primary footprint is a measure of our direct emissions of
CO2 from the burning of fossil fuels, including domestic energy
consumption and transportation (e.g., cars and planes).
2 The secondary footprint is a measure of the indirect CO2
emissions from the whole life cycle of products we use, from
their manufacture to their eventual breakdown.
*
Materialism refers to the importance people attach to worldly
possessions.Materialists: value possessions for their own status
and appearanceThe pursuit of happiness through acquisition
rather than other means.Judging others’ success by their
material possessions.Consumers either justify their own
materialism or make excuses for it.“The good life”...“He who
dies with the most toys, wins”Non-materialists: value
possessions that connect them to other people or provide them
with pleasure in using them
Goldsmith, R. E. (2012) Materialism, Status Consumption, and
Consumer Independence. Journal of Social Psychology, 152(1),
pp43-60.
*
*

Faculty of Business and Law
Assignment Brief
Module Title:
CONSUMER BEHAVIOUR
Assignment Number
1
Module Code:
204MKT
Assignment Title
CW1
Assignment Weighting
50% of total module mark
Release Date:
6th October 2017
Module Leader
Dr Lara Spiteri Cornish
Submission Date/Time:
8th December 18:00:00
Submission
Time and Place:
Submission through Turnitin ONLY

Coursework Question:
How has the role of children as consumers developed over the
past 10 years and what is its impact on a) family consumption
behavior and b) society in general.
Content of Assignment:
1. Front page: Name; Student ID number; NAME OF SEMINAR
TUTOR
2. Introduction (max 200 words)
3. Main Body (max 1850 words)
4. Conclusion (max 200 words)
5. References (no word count: CU Harvard Referencing style)
Important Information:
1. You need to read at least 10 peer-reviewed journal articles
for this essay. Use relevant theory to support your answer -
without references to relevant journal articles, you will struggle
to achieve the higher grades
2. Ignore journal articles older than 15 years – focus on those
articles written after 2000
3. I will be expecting to see references on EVERY page. Use 2-
4 references for each argument you make. Relying on ONE
author/paper for an argument is not good academic practice.
4. Your main source of research should be journal articles, but 1
or 2 book references are allowed. Website references ARE NOT

allowed as the academic rigor of many websites is questionable.
Note that GOOGLING is not an appropriate research method,
and sites like Wikipedia are completely unacceptable (please
see my CW PowerPoint slides for more details about this).
5. Essays must be correctly referenced according to the Harvard
Referencing style.
6. Quotes must be indented where appropriate. Please note that
while a few quotes help you make your argument, too many
quotes will result in a loss of marks. I want to mark YOUR
work not a list of quotes!
7. Essays must be double-line spaced and justified throughout.
Word Count
The word count is individual 2250 essay
There will be a penalty of a deduction of 10% of the mark (after
internal moderation) for work exceeding the word limit by 10%
or more.
The word limit includes quotations, but excludes the
bibliography.
Assessment Information
This assignment is designed to assess learning outcomes:
Students must:
1. Demonstrate an understanding of the main theories in
consumer behaviour and how these can be applied in marketing
endeavors.
2. Develop an understanding of current issues in consumer

behaviour.
3. Produce a critical analysis of a contemporary issue in
consumer behaviour.
CW1: Individual Essay will collectively assess intended
learning outcomes 1-3.
How to submit your assessment
The assessment must be submitted by 18.00:00 on 8th December
2017 No paper copies are required. You can access the
submission link through the module web.
· Your coursework will be given a zero mark if you do not
submit a copy through Turnitin. Please take care to ensure that
you have fully submitted your work.
· All work submitted after the submission deadline without a
valid and approved reason (see below) will be given a mark of
zero.
· Extensions of up to two calendar weeks can only be given for
genuine "force majeure" and medical reasons, not for bad
planning of your time. Please note that theft, loss, or failure to
keep a back-up file, are not valid reasons. The extension must
be applied for on or before the submission date. You can apply
for an extension by submitting an Examination/ Coursework
Deferral/Extension Application Form. Application Forms along
with the supporting evidence should go to the relevant Student
Support Office. For a longer delay in submission a student may
apply for a deferral.
· Students MUST keep a copy and/or an electronic file of their
assignment.
· Checks will be made on your work using anti-plagiarism
software and approved plagiarism checking websites.
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
Plagiarism
As part of your study you will be involved in carrying out
research and using this when writing up your coursework. It is

important that you correctly acknowledge someone else’s
writing, thoughts or ideas and that you do not attempt to pass
this off as your own work. Doing so is known as plagiarism. It
is not acceptable to copy from another source without
acknowledging that it is someone else’s writing or
thinking. This includes using paraphrasing as well as direct
quotations. You are expected to correctly cite and reference the
works of others. The Centre for Academic Writing provides
documents to help you get this right. If you are unsure, please
visit www.coventry.ac.uk/caw. You can also check your
understanding of academic conduct by completing the Good
Academic Practice quiz available on Moodle.
Moodle includes a plagiarism detection system and assessors are
experienced enough to recognise plagiarism when it occurs.
Copying another student’s work, using previous work of your
own or copying large sections from a book or the internet are
examples of plagiarism and carry serious consequences. Please
familiarise yourself with the CU Harvard Reference Style (on
Moodle) and use it correctly to avoid a case of plagiarism or
cheating being brought. Again, if you are unsure, please
contact the Centre for Academic Writing, your Academic
Personal Tutor or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you insert date
here (15 working days for level 1 and 2, 10 working days for
level 3 and M level). If for any reason there is a delay you will
be kept informed. Marks and feedback will be provided
online/in class/face to face. As always, marks will have been
internally moderated only, and will therefore be provisional;
your mark will be formally agreed later in the year once the
external examiner has completed his / her review.
Deferrals and Extensions
The University wants you to do your best. However we know
that sometimes events happen which mean that you can’t submit

your coursework by the deadline – these events should be
beyond your control and not easy to predict. If this happens,
you can apply for an extension to your deadline for up to two
weeks, or if you need longer, you can apply for a deferral,
which takes you to the next assessment period (for example, to
the resit period following the main Assessment Boards). You
must apply before the deadline.
You will find information about the process and what is or is
not considered to be an event beyond your control at
https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-
and-Extension.aspx
Criteria for Assessment
Class
Mark range
Guidelines
Class I
90 – 100%
80 – 89%
70 – 79%
In addition to that for 70 – 79% below, an outstanding answer
that could hardly be bettered. High degree of understanding,
critical/analytic skills and original research, where specified.
Outstanding in all respects.
In addition to that for 70 – 79% below, the answer will
demonstrate an excellent level of understanding, presence of
clear description, critical/analytical skills or research, as
appropriate.

Answer entirely relevant to the assignment set. Answer will
demonstrate clear understanding of theories, concepts, issues
and methodology, as appropriate. There will be evidence of
wide-ranging reading and/or research, as appropriate, beyond
the minimum recommended. Answers will be written/presented
in a clear, well-structured way with clarity of expression. At
level 3, evidence of independent, critical thought would
normally be expected.
Class II : I
65 – 69%
60 – 64%
Answer demonstrating a very good understanding of the
requirements of the assignment. Answer will demonstrate very
good understanding of theories, concepts, issues and
methodology, as appropriate. Answer will be mostly
accurate/appropriate, with few errors. Little, if any, irrelevant
material may be present. Reading beyond the recommended
minimum will be present where appropriate. Well organised
and clearly written/presented.
A good understanding, with few errors. Some irrelevant
material may be present. Well organised and clearly
written/presented. Some reading/research beyond recommended
in evidence.
Class II : II
55 – 59%
50 – 54%
Answer demonstrating a good understanding of relevant
theories, concepts, issues and methodology. Some
reading/research beyond that recommended may be present.

Some errors may be present and inclusion of irrelevant material.
May not be particularly well-structured, and/or clearly
presented.
Answer demonstrating a reasonable understanding of theories,
concepts, issues and methodology. Answer likely to show some
errors of understanding. May be significant amount of
irrelevant material. May not be well-structured and
expression/presentation may be unclear at times.
Class III
45 - 49%
40 – 44%
An understanding demonstrated, but may be incomplete and
with some errors. Limited use of material with limited
reading/research on the topic. Likely to be poorly structured
and not well-expressed/presented. Irrelevant material likely to
be present.
Basic understanding demonstrated, with some correct
description. Answer likely to be incomplete with substantial
errors or misunderstandings. Little use of material and limited
reading/research on the topic in evidence. May be poorly
structured and poorly expressed/presented. Some material may
be irrelevant to the assignment requirements.
Marginal fail
35 – 39%
Some relevant material will be present. Understanding will be
poor with little evidence of reading/research on the topic.
Fundamental errors and misunderstanding likely to be present.
Poor structure and poor expression/presentation. Much material
may not be relevant to the assignment.

Fail
30 – 34%
20 – 29%
0 – 19%
Inadequate answer with little relevant material and poor
understanding of theories, concepts, issues and methodology, as
appropriate. Fundamental errors and misunderstandings will be
present. Material may be largely irrelevant. Poorly structured
and poorly expressed/presented.
Clear failure to provide answer to the assignment. Little
understanding and only a vague knowledge of the area. Serious
and fundamental errors and lack of understanding. Virtually no
evidence of relevant reading/research. Poorly structured and
inadequately expressed/presented.
Complete failure, virtually no understanding of requirements of
the assignment. Material may be entirely irrelevant. Answer
may be extremely short, and in note form only. Answer may be
fundamentally wrong, or trivial. Not a serious attempt.
Assignment Brief Template
Page 5 of 5
[Type here]
Digital Analytics Research Plan
Jennie Jefferson
Dr. Dionne L. Boyd
11/4/2017

Market Research and Digital Analytics
Equifax is a consumer Company which specializes in collecting
and aggregating information on individual’s consumers. The
Company currently has over 88 million clients in form of
businesses in the world. Equlfax was founded in the year 1899
in Atlanta Georgia; this company is rated as one of the big three
in the industry alongside experiant and TransUnion.
Most Americans with credit reports woke up to the news that
their sensitive information has been exposed in a data breach
situation by Equifax which is one of the largest Credit
monitoring Company in the US. According to the facts that were
released, the breach lasted for some two months. The hackers
were said to have accessed the social security numbers for
clients as well as other personal details.
There were some cases where even driving licenses were
compromised. Credit numbers were stolen in their numbers and
this affected about 209,000 people, there was about 182,000
dispute documents amongst the people. This scandal was not
just in the US but some people in the UK and Canada were also
affected.
The cyber attack left the company grappling with poor publicity
and declined confidence in their client base and this would have
a big impact on the business operations of the company. In
order to win the confidence for customers, there is need for a
coordinated social media Campaign that would ensure that the
glory of the company is restored back.
In order to help the company improve its services and restore
confidence, the following research question is suggested. How
can Equifax create better security measures in order to protect
customer information and regain their trust?
The question will be instrumental is seeking for the information
which will help the management to develop a more secure
system that would beat any cyber attacks by malicious people.
If the question is answered adequately, the company should be
in a position to put together all the required mechanisms that

would protect the data for their clients from future cyber attacks
like the one that happened.
The main issue at hand was not the lose of data but it was the
way in which data was handled, since information is the most
powerful tool in the world, it is important that Companies like
Equifax equip themselves with facilities that would ensure that
such information is not accessed illegally.
In order to get the required information for the company, there
will be need to engage the publics on social media so that we
can be able to get the actual picture of the scenario, for this to
be possible, social media listening tools will need to be put in
place in order to track the opinions and information from the
general public. One of the most effective media listening tool
that will be used is the tool known as Topsy.
Topsy has amazing tracking mechanisms that can sense social
media posts through Twitter. This tool has some improved
metrics in the sense that it has some competitive intelligence
capabilities as compared to conventional social media like
Facebook. The other social media parameters to be implemented
will include blogs. Blogs are effective in letting clients and
customers vent about their problems and also provide
suggestions on what would need to be done in order to improve
the situations. There will also need for information to be
searched through search engines like yahoo and google, these
two have been tested and found to have credible information.
Since the information is needed to ensure that the systems are
free from future cyber attacks, it means that it will be necessary
to have logical channels to dispense the information. The
channels should be accessible, yet easy to monitor so that the
infiltration of malicious people and elements can easily be
identified.
For this to be achieved, there will be need to chose a proper
media news channel that has credibility among listeners or
viewers because many people would not watch news from

channels that are known to exaggerate news or tell lies. As for
social media channels, blogs will be preferred because this is a
channel which engages the clients so that feedback can be
obtained for further action. The use of face book groups will
also be advantageous because groups can be formed and then
the administration can also be done efficiently to avoid people
with bad intentions.
The research methods will be defined by the above discussed
listening tools because that is how the information will be
collected. Once the information has been collected, the media
tools will be used to analyze it and generate reports for further
actions.
Reference:
Harold, M. (2011). The role of social media in fighting cyber
security. London :Macmillan
Milton, G. (2010). Social media and research .Oxford :Oxford
University Press

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