BUS318 Consumer Psychology

The purpose of this assessment is to give you an opportunity to apply the consumer psychology/behaviour principles and theories discussed in class, in your readings, and in the seminars during the semester, to evaluating a real-world marketing campaign. You will pick a marketing campaign of your choice, and analyse the different consumer psychology principles that you believe contribute to the campaign’s (lack of) success.


The campaign should be entirely in the English language, and from a “Western, English-speaking country” (e.g., England, USA, Canada, Australia, etc.).  The reason for this is not because non-English speaking countries and marketing campaigns are unimportant; far from it!  Rather, the key reason is to ensure that whomever grades the paper is able to fully understand the campaign’s meaning as well as the cultural context. It is important to have such a standard, so that all students receive equal treatment. Also, since QMUL is located in an English-speaking, Western country, it makes sense to keep this as the context, consistent with the rest of the course. Also, please do not choose a campaign that was described in a class session.


The Term Paper should be no more than 3,000 words (including everything, although there is a +10% word leeway given without penalty), and is. It should be submitted as a Microsoft Word (or equivalent) document, and not as a PDF; this makes it easier for me to make comments within the document. The Term Paper is your chance to showcase your depth of understanding of the course content and apply it to a real marketing campaign. It will be graded based on the following criteria: 


Relevance and correctness of information used 

How well is this information integrated 

Extent of in-depth analysis 

Evidence of learning from lectures, seminars, and required readings

How well structured and balanced is the answer 

Whether it is well-written

Appropriateness of examples given


You should use the concepts from the various aspects of the course as a basis for your arguments: material from the lectures, the assigned readings, seminars, and guest speakers (if relevant), and perhaps some additional articles that were specified in this handbook as “additional readings”, though this is not required. You’re also welcome to find and cite relevant academic articles not covered in the course, though this is not required.


Please incorporate key concepts/theories from at least 3 different weekly sessions into your answer. These can be from any 3 sessions during the term. 3 key concepts should suffice, although the quality and depth of your analysis is more important than the total number of concepts used. Please ensure that you describe each of the “key” concepts in sufficient detail.  While it’s possible that one of them might be THE most important, which is fine, please do not focus too heavily on just one concept.  What constitutes a “key concept” is also flexible; i.e., you could consider Behavioural Decision Theory a key concept, or anchoring-and-adjustment a key concept. Also, if you think more than 3 concepts are relevant, you are welcome to mention the additional concepts in more of a “passing” manner without detailed explanation. Again, what is most important is the quality of your analysis rather than number of concepts used.

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