marketing paper

BUS 134A Consumer Behavior Dr. Zhang

Instructions for Individual Paper #3

Goal: This paper assignment is designed to help you understand different cognitive choice

models you may use to make a high-effort decision. Be sure to connect your discussion to the

course material, as always. See Ch. 8. This fulfills one of the course learning objectives, i.e.,

better understanding yourself as a consumer (SLO5).

Point Value: 10 Points

Length Requirement: 500-600 words

Due Date: Sunday, 11/22 @ 11:59pm. Canvas submissions ONLY. You have one-day grace

period to submit the assignment. This late submission will result in 20% deduction in grade.

Specific Instructions:

There are few high-effort decisions that incorporate both thinking and feeling as completely as

the purchase of a diamond engagement ring. Typically these buying decisions are made by

either a nervous young man or by a lovestruck young couple. The purchase comprises a

substantial financial commitment at a time when emotions run high. Browse some jewelry

websites (e.g., Kay, Shane Co., Tacori, and Zales) and address the following questions in your

paper:

1. If you were in the market to buy an engagement ring, which cognitive choice model(s)

are you more likely to use? Explain how the models work in your case. Hint: you need to

discuss at least three different brands and four different attributes. See the class exercise

on choosing an apartment for an example. Draw a table to show your numerical

evaluations (e.g., 4 out of 5).

2. What marketing techniques do these websites use to influence your thought-based

decisions (i.e., cognitive choice) and feeling-based decisions concerning the purchase of

an engagement ring? Be specific.

Grading Criteria:

1. Comprehension of the relevant course materials (3.5 pts).

2. Adequacy in addressing the assignment (3.5 pts).

3. Presentation of your paper. The same as in Instructions for Individual Paper #1:

Your writing should be clear, well-composed, and free of spelling and grammar mistakes.

It should also meet the following format requirements (3 points).

1) Create a title for your paper. Individual paper #3 is NOT acceptable. 2) No need to provide a title page. 3) Use double-spacing, 12-point font. 4) Include bibliography or references. 5) Use APA (American Psychological Association) writing style: Cite a source in

parentheses after any quotations or after assertions that are based on a reading.

Example of in-text citation: (Hoyer, MacInnis, & Pieters, 2018). Provide page

numbers if you quote from an article or a book directly. For example, different from

opinion leaders, market mavens are consumers “on whom others rely for information

about the marketplace in general”( Hoyer, MacInnis, & Pieters, 2018, p. 298).

If you would rather work on a different topic than engagement rings (e.g., MBA programs and political candidates), please seek out my approval first.