The coursework comprises of a 1000-word individual essay on the below.

 

Compare and contrast the real self-versus the ideal self. The essay should discuss both types for any ONE of the following product categories, discuss which self is likely to be used as a reference point and the individual decision making process when the purchase decision is being considered:

 

• Fashion products (e.g. avant garde, vintage, bohemian, chic fashion products and so on)
• Food products (e.g. organic/chemical free, gluten free, vegetarian, vegan food products and so on)
• Online apps (e.g. game, beauty, business, health apps and so on)

 

 

 

Content of Assignment:

 

• Title page
• Introduction (max 150 words)
• Main Body (max 750 words)
• Conclusion (max 100 words)
• References (no word count: CU Harvard Referencing style)

 

Important Information:

 

• To pass this coursework you will need to demonstrate:
• The ability to access and research appropriate academic literature.
• The ability to APPLY theories of consumer behaviour or to apply to the essay what was read in the appropriate academic literature
• Skills of analysis, compilation and structure.
• Essays should be more than descriptive collations of library material and should illustrate relevant aspects of theory and practice, and demonstrate thoughtful and critical analysis of issues.
• Marks will be therefore be awarded for evidence of:

• • good research skills and the effective use of appropriate literature throughout the essay
  • analytical rigour (good analytical skills)
  • a critical perspective throughout the essay
  • demonstration of understanding of all relevant concepts
  • good application of theory to practice
  • use of appropriate examples throughout the essay
  • practical insight.

• You need to read at least 5-8 peer-reviewed journal articles for this essay. Use relevant theory to support your answer – without references to relevant journal articles, you will struggle to achieve the higher grades
• I will be expecting to see references on EVERY page. Use 2-4 references for each argument you make. Relying on ONE author/paper for an argument is not good academic practice.
• Your main source of research should be journal articles, but 1 or 2 book references are allowed. Website references ARE NOT allowed as the academic rigor of many websites is questionable. Note that GOOGLING is not an appropriate research method, and sites like Wikipedia are completely unacceptable (please see my CW PowerPoint slides for more details about this).
• Essays must be correctly referenced according to the Harvard Referencing style.
• Quotes must be indented where appropriate. Please note that while a few quotes help you make your argument, too many quotes will result in a loss of marks. I want to mark YOUR work not a list of quotes!
• Essays must be double-line spaced and justified throughout.

 

Word Count

 

The word count is  1000 words

This is an individual assignment.

 

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.

The word limit includes quotations, but excludes the bibliography.