Tutorial+1_students

Week 2 Tutorial Overview

• Course Code: AMB200

• Textbook: Consumer Behaviour: Buying, Having, Being, 4th Edition by Michael R. Solomon, Rebekah Russell-Bennett, Josephine Previte

Learning Objectives

• Successful completion of this tutorial should enable students to:

  • Understand expectations in tutorials

  • Understand two assessments

  • Categorize examples of personal consumer behavior

  • Compare and contrast limited and extended problem solving

  • Explain personal consumer behavior using the decision-making process framework

Semester Introduction

• Welcome to Semester 1, 2025

  • Lecturer: Associate Professor HS Jin

  • Teaching Team: Sandy Sergeant, Natalie Bowring, Nicholas Grech

  • Contact details are available on Canvas

Canvas Resources

• Quick tutorial on locating resources available on Canvas

Expectations in Tutorials

• Duration: 50 minutes

• Punctuality: Try not to be late, keep phones off

• Purpose:

  • Explore concepts and experience consumer behavior issues

  • Meet other students

  • Come prepared for small group activities

• Contributions: Open contribution encouraged; don’t hesitate to ask questions

• Feedback: Provide informal feedback and through formal evaluation surveys

• Tutorial goals: Reinforce material covered in lectures and assist with assessments

Email Guidelines

• Send emails from your QUT student email address only via Microsoft Outlook

• Include unit code (AMB200) in the subject line; maintain professionalism in queries

• Avoid emailing all tutors; allow 48 hours for responses; note tutors do not respond during weekends

Frequently Asked Questions (FAQs)

• Assessment Inquiries:

  • Read assessment task instructions and documentation on Canvas before emailing

  • For clarification, tutors will provide answers, but extensive instruction must occur face-to-face

  • Missing deadline: Flexible policy is not applicable; advised to upload at least an hour before the deadline

• Marks and Grades:

  • Marks are based on work quality, not effort; decisions are criterion referenced

  • Requests to increase marks not accepted based on closeness to grade band

• Assignment Submission Issues:

  • If a wrong assignment is submitted prior to the deadline, it can be corrected

  • After the deadline, no regrading of wrong submissions is permitted; double-check your submission

  • Staff cannot read drafts of assignments

Semester Schedule

• W1: Introduction to Consumer Behavior (Ch 1 and 2)

• W2: Consumer decision making (Ch 9)

• W3: Buying and disposing (Ch 10)

• W4: Motivation and values (Ch 6)

• W5: Attitudes and attitude change (Ch 8)

• W6: Perception (Ch 3)

• W7: Learning & memory (Ch4); Q&A for Assessment 1

  • Assessment 1 (CB Portfolio) Due: April 10

• W8: The self and personality (Ch 7 and Ch 5)

• W9: CB report overview

• W10: Groups and Social Connections (Ch 11)

• W11: Culture, Income, Social Class, and Age (Ch 12, 13, 14)

• W12: CB Research/technologies

• W13: Drop-in sessions

  • Assessment 2 (CB Report) Due: May 29

Assessment Item 1: Consumer Behaviour Portfolio

• Due: Week 7, Thursday, April 10, 11:59 p.m.

• Automatic 48-hour extension available if submitted before April 12, 11:59 p.m.

• Weight: 40%

• Word Limit: 1800 – 2000 (not including additional text)

• Late submissions receive 0 marks; back up work appropriately

• Submit electronically in PDF format; Word documents may cause issues

• Use tutorial workbook available on Canvas for guidance

Assessment 1 Details

• Task: Submit three of five tutorial worksheets, including Activity 1 (decision making) and two others based on selected consumer behavior

• Follow specified structure and use provided templates; do not alter worksheet content

Assessment 2: CB Report

• Due: Week 13, Thursday, May 29, 11:59 p.m.

• Automatic 48-hour extension available if submitted before May 31, 11:59 p.m.

• Weight: 60%

• Word Limit: 2700 – 3000 words

• Choose one topic from two consumer behavior topics; report to include various sections and format in APA style

Discussion Questions

• Are you influenced by marketing as a consumer?

• Do consumers act on free will?

• What are your thoughts?

Tutorial Activity 1: Decision Making

• Compulsory tutorial for CB portfolio assessment

Types of Conscious Consumer Decision Making

1. Extended Problem Solving:

   • Involves thorough information gathering and evaluation of product alternatives

   • Typically initiated by significant risk and unfamiliarity with the product

   • Corresponds to traditional rational decision-making models

2. Limited Problem Solving:

   • Quick, simplified decision-making process; uses simple rules instead of exhaustive information search

   • Involves decisions based on one key attribute such as brand or price

Decision Making Perspectives

• Rational Decision Making:

  • Consumers gather extensive information, weigh options, and use structured models

  • Enables marketers to align strategies with consumer decision processes

• Automated Decision Making:

  • Utilizes mental shortcuts and simple rules for faster decisions

  • Marketers can influence decisions via environmental cues and branding

Activities and Discussion Prompts

• Complete worksheet choosing a personal consumer behavior example from recent weeks

• Discuss decision-making styles in groups; reflect on characteristics contributing to these styles

Summary

• Different types of decision-making arise from varying situations and risks involved.

• Consumers may rely on heuristics for quicker decisions or engage in detailed analysis for significant purchases.

• Understanding consumer decision-making processes aids marketers in developing effective strategies.