Individual Consumption Report

The purpose of the assignment is to get you to think about the psychology of consumer behavior by applying it to your own life. The theories or concepts that you apply are basically up to your own perception of your own behavior. However, these must be theories grounded in the text and classroom discussion.

Refer to your journals to complete this assignment. From your journals, choose 3 products to analyze. For each product, your analysis should include:

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1) Describe the product in details.
2) Consider one (or more, if necessary) major concept that contributed to your consumption pattern. Explain what the concept(s) is. You must show that you understand what the concept is and how it influences consumer behavior in general.
3) Apply the concept to your own consumption. You have to then take the concept one step further to show specifically how it applies to your particular consumer behavior and why it was relevant to the product you are discussing .

Please note that different concepts should be for each of the 3 products. For example, if you use cultural values to account for your first product purchase, culture values cannot be used again for other two products.

Concepts you might want to use (but not limited to):

Cultural values
Demographics
Generations
Households/families
Reference groups
Motivation theories (Maslow’s and/or McGuire’s)
Consumption subcultures
Short and/or long-term memory
Elaboration likelihood model
Perceptions
Components of attitude
Brand image
Self-concept
Regulatory focus
Learning method (e.g., classical conditioning, operant conditioning, etc.)

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