Consumer Behaviour
a) Explain the `evoked set`. Why is it difficult to place a product in a consumer`s evoked set after it has already been rejected? What strategies might a marketer use in an attempt to accomplish this goal.
b) Identify three patterns of reinforcement (positive, negative & punishment) and provide examples of how each is used in a marketing context. Illustrate your answer with a range of examples.
Underpin your essay with a range of academic sources (at least 10 which should include academic journals)
Marking Scheme:
Marking Criteria
|
Max. Grade
|
Your Grade
|
Structure & Presentation
|
10%
|
|
Referencing
|
10%
|
|
Evidence of wide source of research material
|
10%
|
|
Evidence of theoretical underpinning
|
30%
|
|
Application of theoretical concepts
|
30%
|
|
Conclusions
|
10%
|
|
Total
|
100%
|
|