PURPOSE: The purpose of this assignment is to review and analyze an article regarding an interesting or current Consumer Behavior research. Your goals
Consumer Research Analysis
Available after Nov 4 at 12am PURPOSE: The purpose of this assignment is to review and analyze an article regarding an interesting or current Consumer Behavior research. Your goals are to 1) select a credible article, 2) answer the following questions after you read the article, and 3) present your answers in a video presentation through Microsoft PowerPoint Be sure to review the Tips for Recording Your Presentation without an Audience video before submission.
REQUIRED RESOURCES & HELPFUL LINKS:
Microsoft PowerPoint recording instructionsUSM Library Journal finderLinks to an external site. – You will need to log into your USM credentials.USM APA tutorial and USM Writing Center – You will need to cite your resources in APA formatPurdue OWL APA resourceGrammarly to improve your quality of writing
TASKS TO COMPLETE:
First, select a credible article related to an interesting or current consumer behavior topic from the following academic marketing journals.
o Find an article published between January 2014 – present in the Journal of Consumer Research, the Journal of Consumer Psychology, or Advances in Consumer Research through our USM Library websiteLinks to an external site..
Second, after reading the research article, answer the following questions: o What is the title of the article, journal name, author(s) & year published? Use APA format.
o What was the primary research question? (in other words, what were the researchers studying/attempting to demonstrate)? o Identify and define the consumer behavior concept(s) or theory identified in the article. You may identify more than one concept/theory. You can use your textbook definition if the article does not clearly define it.
o How many studies did they run? What type of studies did they conducted (e.g., experiments, surveys, qualitative research, mixed methods)?
o What are the key take away(s) of the researchers’ findings (short version; look in the abstract)?
o Why does their research matter? What should/might a marketing manager do differently after reading this work?
