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BMAN20271
TWO Hours
THE UNIVERSITY OF MANCHESTER
CONSUMER BEHAVIOUR
14 January 2020
09:45 – 11:45
Answer TWO questions
Questions are equally weighted
THIS QUESTION PAPER MUST NOT BE REMOVED FROM THE EXAMINATION
ROOM
The University of Manchester, 2020.
The use of electronic calculators is not permitted
PTO
Page 1 of 3
BMAN20271
Answer TWO questions
NOTE: For each of question below, you MUST explain the named theory, and
show how it applies to the given scenario. Failure to do so represents a failure
to answer the question. To earn more than a basic mark you may also add
similar explanations for other applicable theories from class. A list of theories
is appended on page 3, to help you with this.
1. Jorge needs to buy a new cappuccino machine. The many marketing
communications that he has seen over the years have left him thinking that
De’Longhi brand ones are very good quality, with their impressive ‘lattecrema’
technology that makes frothy milk. He finds himself in a department store looking
at a “Di Lengo” cappuccino machine, with “latte creamer” technology system, and
having a very good feeling about it, he buys it quickly so he can get back to his
desk job.
Use CB theories to discuss and explain this scenario, especially with respect to
Memory theory. Illustrate your answer with examples as appropriate.
2. Jake’s old university friends have now scattered off to jobs all over the city, but
they still go to the cinema every Friday, buy a drink and a popcorn, and watch a
film. They always do this, even though the prices have been creeping up for years,
and the popcorn now costs almost as much as a full meal you would buy
elsewhere. It would be unthinkable to change this practice.
Use CB theories to discuss and explain this scenario, especially with respect to
Norms and Values. Illustrate your answer with examples as appropriate.
3. John Lewis, the UK department store retailer, has become famous for producing
advertisements in the run-up to Christmas that, use music, lyrics and imagery to
tell a heart-warming story. They don’t mention specific products, prices, locations,
promotions, or really any other information about the brand. The brand isn’t even
displayed until the final frame, along with a simple, generic slogan (e.g. “Never
knowingly undersold” or, “Give someone a special Christmas”).
Use CB theories to discuss and explain this scenario, especially with respect to
Emotions Guide Behaviour. Illustrate your answer with examples as appropriate.
Note: You can answer any 2 questions you choose. Links between target situations are
immaterial.
PTO
Page 2 of 3
BMAN20271
Page 3 of 3
1 Intro Core Benefit Model
Involvement (System 1 & 2)
2 Motivation Goals
Needs
Goal Pursuit Process aka “Goal Engagement Strength”
3 Memory Memory
Perception
Attention
4 Self Attachment
Self-Congruency model
Self-Expansion model
Self-threat & compensation
5 Emotions Emotions guide behaviour
Consuming Emotions
Emotions need managing
6 Culture Norms & Values
Rituals & movement of meaning
Reference groups
Tribes & communities
7 Communications Argument (ELM)
Narratives
Endorsement
8 Pragmatics Priming
Models of Behaviour Change (e.g., TPB)
Framing
9 Automaticity Self-regulation vs. Executive control
Hyperbolic discounting
Environment influences
Automaticity & mindfulness
10 Happiness Market structure problems
Hedonic treadmill
positive psychology (e.g., SDT)
END OF EXAMINATION PAPER