BUSI2211 SUMMATIVE ASSIGNMENT Consumer Psychology Assignment


Term One of this module examines the three ‘classical’ eras in the development of Consumer Psychology; the psychoanalytical, behaviourist and social cognitive eras.  As noted throughout the lectures, seminars and associated readings, many of the conceptual frameworks characteristic of these eras are still very influential to this day, particularly in the advertising industry.

Your task for this assignment is to study peak-time advertising on mainstream television over the course of a single week, identifying and evaluating the application of ONE of the following bodies of work ONLY;

  • Enerst Dichter’s motivational research paradigm
  • John B. Watson’s concept of conditioned emotional responses
  • Leon Festinger’s social comparison theory and cognitive dissonance

Whichever option you choose, your analysis should draw on appropriate bodies of literature to introduce key concepts, identify applications of those concepts in commercials across a broad range of product/service categories, and reach some overall conclusion as to the continued relevance and effectiveness (or not) of your chosen theoretical perspectives. 

Your answer should be illustrated with examples of commercials broadcast on a single UK television channel over the course of a specified seven-day period.  If you require any guidance on your selection of TV channel, please contact the Module Leader.

Overall word limit: 2000 words




Your completed assignment must be uploaded to DUO no later than 12:00 midday on 6th March 2018

A penalty will be applied for work uploaded after 12:00 midday as detailed in the Programme Handbook.  You must leave sufficient time to fully complete the upload process before the deadline and check that you have received a receipt.

An IDENTICAL paper copy should be placed in the post box outside the Undergraduate Office in the Business School no later than 15:00 (3 pm).  Work will not be marked unless this identical paper copy is received.

 Assignments should be typed, using 1.5 spacing and 12-point font. You should use double-sided printing, and ensure that assignments are securely bound. Written assignments and dissertations/business projects must not exceed the word count indicated in the module handbook/assessment brief.

The word count should:

  • Include all the text, including title, preface, introduction, in-text citations, quotations, footnotes and any other items not specifically excluded below.
  • Exclude diagrams, tables (including tables/lists of contents and figures), equations, executive summary/abstract, acknowledgements, declaration, bibliography/list of references and appendices. However, it is not appropriate to use diagrams or tables merely as a way of circumventing the word limit. If a student uses a table or figure as a means of presenting his/her own words, then this is included in the word count.

Examiners will stop reading once the word limit has been reached, and work beyond this point will not be assessed. Checks of word counts will be carried out on submitted work, including any assignments or dissertations/business projects that appear to be clearly over-length. Checks may take place manually and/or with the aid of the word count provided via an electronic submission. Where a student has intentionally misrepresented their word count, the School may treat this as an offence under Section IV of the General Regulations of the University. Extreme cases may be viewed as dishonest practice under Section IV, 5 (a) (x) of the General Regulations.

Very occasionally it may be appropriate to present, in an appendix, material which does not properly belong in the main body of the assessment but which some students wish to provide for the sake of completeness. Any appendices will not have a role in the assessment - examiners are under no obligation to read appendices and they do not form part of the word count. Material that students wish to be assessed should always be included in the main body of the text.

Guidance on referencing can be found in the programme handbook and on DUO.


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