THE QUESTIONS (100 marks, 50 marks each)
Question One: Developing strategic recommendations based on consumer behaviour theories
Coles, a prominent grocery store in Australia is considering having a Nationwide Easter sale at
each of their stores. They have come to you to see if you approve/disapprove of this idea
Take a position on whether this is a good idea or a bad idea and explain why utilizing consumer
behaviour theories.
In addition, as part of your answer you should also consider:
Whether you would expect any differences between religious Christian Australians, more
secular/non-Christian Australians, and/or passionate atheist Australians. Explain why.
Whether, Liquorland, which is a liquor store owned by Coles (and is often placed near Coles)
should also have the same Easter Sale. Explain why.
In doing so, you should consider the psychological processes related to attention, consistency,
groups/norms, identity, and the extended self.
Relevant articles to help get you started with your research:
Escalas, J.E. and Bettman, J.R., 2005. Self-construal, reference groups, and brand meaning. Journal of
consumer research, 32(3), pp.378-389.
Dahlén, M., Lange, F., Sjödin, H. and Törn, F., 2005. Effects of ad-brand incongruence. Journal of Current
Issues & Research in Advertising, 27(2), pp.1-12.
Shin, H., Lee, H. and Perdue, R.R., 2018. The congruity effects of commercial brand sponsorship in a
regional event. Tourism Management, 67, pp.168-179.
Oyserman, D., 2009. Identity-based motivation: Implications for action-readiness, procedural-readiness, and
consumer behavior. Journal of Consumer Psychology, 19(3), pp.250-260.
Mazodier, M. and Merunka, D., 2012. Achieving brand loyalty through sponsorship: the role of fit and selfcongruity.
Journal of the Academy of Marketing Science, 40(6), pp.807-820.
Heckler, S.E. and Childers, T.L., 1992. The role of expectancy and relevancy in memory for verbal and
visual information: what is incongruency?. Journal of consumer research, 18(4), pp.475-492.
Bolton, L.E. and Reed, A., 2004. Sticky priors: The perseverance of identity effects on judgment. Journal of
Marketing Research, 41(4), pp.397-410.
Cialdini, R.B., Reno, R.R. and Kallgren, C.A., 1990. A focus theory of normative conduct: recycling the
concept of norms to reduce littering in public places. Journal of personality and social psychology, 58(6),
Belk, R.W., 1988. Possessions and the extended self. Journal of consumer research, 15(2), pp.139-168.
Question Two: Taking a position on the strategic decisions of brands
Advertisers are very cautious about advertising on Youtube and sponsoring up-and-coming online
‘Influencers’. Indeed, in what has been nicknamed ‘adpocalypse’ (and adpocalypse 2.0, etc.)
many prominent brands withdrew from Youtube as they worried being associated with the content
(See NYT articles below for more context).
Explain the underlying processes of why these brands are cautious / why they made the decision to
remove their advertising from Youtube.
Then take a position on whether you think this was the right decision to make (from a business,
profit-maximizing point of view), whether it was overcompensating, and whether/why some
brands might not care. Defend your position.
You should consider theories related to classical conditioning, associative/semantic networks,
implicit associations, reference groups, source-effects, culture, and identity.
Relevant articles to help get you started with your research:
Greenwald, A.G. and Banaji, M.R., 1995. Implicit social cognition: attitudes, self-esteem, and
stereotypes. Psychological review, 102(1), p.4.
Maison, D., Greenwald, A.G. and Bruin, R.H., 2004. Predictive validity of the Implicit Association Test in
studies of brands, consumer attitudes, and behavior. Journal of consumer psychology, 14(4), pp.405-415.
Allen, C.T. and Madden, T.J., 1985. A closer look at classical conditioning. Journal of consumer
research, 12(3), pp.301-315.
Wilson, E. J., & Sherrell, D. L. 1993. Source effects in communication and persuasion research: A metaanalysis
of effect size. Journal of the Academy of Marketing Science, 21(2), 101.
Petty, R.E. and Cacioppo, J.T., 1984. Source factors and the elaboration likelihood model of
persuasion. ACR North American Advances.
Collins, A.M. and Loftus, E.F., 1975. A spreading-activation theory of semantic processing. Psychological
review, 82(6), p.407.
Englis, B.G. and Solomon, M.R., 1995. To be and not to be: Lifestyle imagery, reference groups, and the
clustering of America. Journal of Advertising, 24(1), pp.13-28.



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