Marketing 663 Final Project Consumer Behavior is useful insofar as it is used. The goal of this project is to give you practice applying the concepts we’ve covered. To do so, first select a consumption problem of your choosing. This can be anything from the continued use of cigarettes (a public policy issue) to declining sales of Prius’ for Toyota (a managerial issue) to the tendency of college students to take on unsecured debt (a consumer issue). You will then draw on (at least) three course concepts in order to analyze the issue through the lens of Consumer Behavior. With the problem clearly laid out, you will then use your knowledge of the concepts and CB in general to propose a potential solution. For clarity, I have provided a general outline as well as the rubric by which you will be evaluated below. Please note, this outline is not definitive. Outline 1: Introduction What is the problem? Why is it important? Who is the audience for your analysis (i.e. managers, consumers, or policy makers?) 2: Analysis What course concepts explain the existence/persistence of the problem? Use three at minimum. 3: Solution How can this problem be addressed? Again, your solution should be related to your analysis of the problem. If, for example, smoking is a function of semiotics, attitude, and social class, the solution should be as well. 4: Conclusion Wrap up the issues discussed in the introduction. 5: Works Cited Use Chicago style formatting. TEXTS: How Brands Become Icons by Holt chapters: 1-8 Of Cigarettes, High Heels, and Other Interesting Things by Danesi chapters: 1-10 Man and His Symbols by Jung chapters: 1&3 Consumer Society Reader by Schor chapters: 1,3,5,6,10,11,13,15,16,21-24,27,18 Rubric A: The project clearly presents a coherent central theme around which the research was conducted. Paper makes a strong, well-supported argument for a developmental interpretation of relevant data, including data gleaned from original research. Concepts and theories are used appropriately and their use demonstrates an understanding of the ideas used. Interpretation includes appropriate discussion of the role of course content. Specifically, analysis acknowledges relevant market mechanisms and accounts for critical social dynamics pertaining to the theme. Course readings are used in the service of explanation when appropriate to help make sense of the data, rather than as a proxy for explanation. Possible alternative interpretations are carefully considered and your choice is supported. The paper is well-written showing virtually no grammatical errors. B: The project presents a central theme around which most of the observations are organized. The project makes an argument for a developmental interpretation of relevant data, but the path from observation to inference may not always be clear. Snippets of data and supporting research are used to illustrate and support assertions. When assertions go beyond the data, this fact is usually acknowledged. Interpretation includes discussion of the role of market mechanisms and social dynamics, but may not always be clear in why the particular aspects are considered. Course readings are used in the service of explanation, to help make sense of the data, not as a proxy for explanation. Possible alternative interpretations of data are considered, but not thoroughly and not in such a way that supports your own argument. The project is well written showing few grammatical errors. C: The write-up presents a central theme around which most of the observations of the student are organized. Paper makes an argument for a developmental interpretation of the data. Examples are explained in detail, but the path from observation to inference is not always clear. Snippets are used to illustrate and support assertions. When assertions go beyond the data, this fact is sometimes acknowledged. Interpretation includes discussion of market mechanics and social dynamics. Course readings are used to by matching them to what you observed, rather than using readings to probe and analyze your own findings. (This often looks something like: “China’s legal environment is very complicated for foreigners: this is an example of the regulative pillar of institutional theory.”) The relevance of your readings used may not be clear. Possible alternative interpretations are not carefully considered, or you do not provide your reasons for choosing among alternative explanations. Paper has considerable grammatical problems, showing little evidence of proofreading. D: In this paper, your interpretation is inconsistently organized around a central theme. Argument for a developmental interpretation is made but not well-supported. You misapply ideas and theories from the readings or don’t take them far enough. Explanations do not consistently take into account relevant market mechanisms or important social dynamics, or seem to discuss them at random without regard for the central theme. Conclusions and not well-supported by data. Possible alternative explanations are not carefully considered, or you do not provide your reasons for choosing yours. Paper shows gratuitous grammatical problems with virtually no evidence of proofreading. Failing: The-write-up lacks a central theme. Argument for your interpretation is made sporadically or not well-supported. The paper misapplies ideas and theories. The paper fails to account for vital market mechanisms or social dynamics. In some cases, analysis is free-floating rather than firmly rooted in original research. Examples lack details or their connection to your argument is unclear.