Related graduate attribute(s):

1. UC graduates are professional – use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are lifelong learners – adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners – reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Details of this assessment item will be discussed during the first lecture in week 1. There is also a word document on the Moodle site giving detailed instructions. Please make sure you read the instructions. Furthermore, there will be a word document on the Moodle site giving information how I mark you for this assignment. Please make sure to read it carefully as it can further clarify the criteria and expectations about this assignment. In addition, there will be a checklist on the Moodle site, providing information about minimum number of peer-reviewed journal articles, font size, word limits, etc.

You are required to choose one of the topics below, then conduct a literature review based on the instruction given (see the Moodle site) and write a 1700-2000 word report. Please note that you should choose a product or service context and modify the topic based on your chosen context. For example, if you choose topic #9, and if you choose automobile industry as your context, then your topic can be: ‘The influence of satisfaction on purchasing an automobile’; or if you choose travel industry, and if you choose topic #7, then your topic can be: ‘The influence of past experience on repurchasing an international flight ticket (or domestic flight ticket)’.

The topics are as follows:

1. The role of ‘attitude’ in purchasing/repurchasing a product or service,
2. The role of ‘affect’ in purchasing/repurchasing a product or service,
3. The role of ‘social norms’ in purchasing/repurchasing a product or service,
4. The role of ‘motives’ and/or ‘needs’ in purchasing/repurchasing a product or service,
5. The role of ‘personality’ in purchasing/repurchasing a product or service,
6. The role of ‘cultural values’ in purchasing/repurchasing a product or service,
7. The role of ‘past experience’ in purchasing/repurchasing a product or service,
8. The role of ‘word of mouth’ in purchasing/repurchasing a product or service,
9. The role of ‘satisfaction’ in purchasing/repurchasing a product or service.

The following components are required in your report:

1. Introduction
2. Conceptualisation of Concept 1 (e.g. satisfaction)
3. Conceptualisation of Concept 2 (e.g. intention to repurchase)
4. Explaining Parent Theory X (explaining the parent theory you relied on (e.g. theory of planned behaviour) to justify the impact of Concept 1 on Concept 2)
5. Providing support from the literature for the relationship between Concept 1 and Concept 2 (e.g. Relationship between satisfaction and intention to repurchase)
6. Proposition
7. Conclusions (implications of your conclusions for practice)

This is an individual assignment, and it is required that you start working on it from early weeks of the semester to be able to meet the due deadline. The purpose of this assignment is to help you practice a purposeful synthesis of the consumer behaviour literature, and provide recommendations to practitioners about their marketing strategies based on your conclusions.