Consumer Behaviour

Assessment Workshop – Reflection on Consumer Diary

TASK: Review the process of applying theory to diary extracts shown in Example 1. Apply theory through to
Example 2 and your first own diary entries. Share your coding style/ practices with other class members/
assessment group members in the seminar/ tutorial.

Diary Example 1

“Walking down the street I saw some cool wireless headphones. Seeing the headphones reminded me of how
noisy the neighbours were the other day. I did not buy the headphones because they seemed a bit expensive
but I kept my eyes open to see what else was around. The headphones I had before kept picking up other radio
signals and were not so great. Also, I am not quite sure what my partner would think of me walking around the
flat with headphones on ... “

Diary Excerpt  Abstraction*  Application of Theory*

“seeing headphones reminded
me”
“see what else is around”
recognised the desire/ want for
wireless headphones
I was searching for other offers to
compare options and prices
NEED RECOGNITION – CONSUMER
DECISION MAKING MODEL
INFORMATION SEARCH–
CONSUMER DECISION MAKING
MODEL

“headphones I had before were not completely satisfied after the POST PURCHASE EVALUATION–
not so good” previous purchase CONSUMER DECISION MAKING
MODEL

“a bit expensive” and “picking up I identified factors importation in EVALUATION OF ALTERNATIVES–

other radio signals”
“note quite sure what my partner
would think”
the evaluation process
consideration of what others i.e.
my partner would think
CONSUMER DECISION MAKING
MODEL
SUBJECTIVE NORMS– THEORY OF
REASON ACTION OR THEORY OF
PLANNED BEHAVIOUR

* Abstraction and Application and Knowledge of Theory are criteria you need to demonstrate at Masters level
(see assessment criteria)

There are different ways of recording your reflection:

- Adding comments using the commenting function in Word

- Adding different colour text remarks in word
- Creating a table with the diary in one column and comments in a corresponding column
- Etc.
Diary Example 2

What theories can you identify in the following related diary entries?

Diary Extract 17 November… Gaining inspiration from one of my classmates…i.e. Seeing my classmates knee
high socks in class today made me think of a new outfit idea. While Carrie Bradshaw may be able to trot
around Manhatten in knee high socks and short skirts, the Scottish weather calls for something a little warmer.
So after class I went to Urban Outfitter to get me some socks. However this involved me walking past the gold,
black and silver sequenced hot pants that I desperately want…if only I had somewhere to wear them (Sigh!).
While prancing around my bedroom in them is a given, I think they deserve a bigger showcase. I stood gazing
at them for 15 minutes without taking them off the shelf. You see, the thing is, I’m reluctant to try them on
because if I like them one of two things will happen. Either they wouldn’t suit me which would make me upset
and obviously I wouldn’t buy them or they would suit me, I’ll love them and then would HAVE to buy them. So
it is best to keep them in my fantasy. For now. Tearing myself away I quickly found the socks I wanted – grey,
knee high with a ribbon at the side that swings when you walk. Ridiculously cute. Back home I try them on
with grey wool dress, black opaque tights and…Perfect!

Saturday 1st December ... I finally went back to Urban Outfitters and tried on the hot pants. I remembered an
article I’d read in Vogue during the summer called ‘Pants on Parade’ saying hot pants/micro shorts were
fashionable and that they looked great worn over tights. Also Sienna Miller did wear a pair to the premier of
Factory Girl. I know it sounds shallow but other people’s opinions do matter to me. When people like my
clothes it gives me a sense of validation. Kind of ‘phew made the right choice there’ or ‘job well done’. I try
them and I LOVE THEM. Later my friends Sarah and Anne tell me they look great, I will wear them on my night
out during my trip to London – RESULT!

Your Own Diary

Reflect on your own first diary entries:

– Make abstract notes

– Relate abstract notes to theories covered so far

Compare with notes with someone else in class