(Answered) MKT3007: Consumer Behaviour



Faculty of Business and Law


MODULE NAME:   Consumer Behaviour


Module Code Level Credit Value Module Leader
MKT3007 6 20  




Assessment Brief



Assessment title:


Critical Literature Review



Weighting: 50%

Feedback and Grades due:


4 Academic Weeks – Please see NILE

Resit Date:




Please read this assessment brief in its entirety before starting work on it.

The Assessment Task 

You are required to provide a review of the following three articles. These articles provide an overview of thematic changes that have defined the evolution of consumption patterns and the underlying factors and drivers behind the nature of these changes in consumer behaviour.

Article 1

Zukin, S & Maguire, J (2004) Consumers and Consumption, Annual Review of Sociology, Vol.30


Article 2

Ahuvia, A (2005) Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives, Journal of Consumer Research, Vol. 32


Article 3

Ger, G & Belk, R (1996) I’d Like to Buy the World a Coke: Consumptionscapes of the “less affluent world”, Journal of Consumer Policy


Reading across all articles, you should critically discuss and evaluate these articles, summarise the key points before providing a critique of the discussion utilising the concepts discussed during the teaching sessions or from additional readings. You can use the following broad guidelines to complete your review and critique of the article:


Purpose of the Assessment

The purpose of this assignment is to encourage students to think more critically about consumer behaviour and apply areas of cultural, social, personal or psychological influence on consumer’s today. This will be achieved by the critique of an article discussing consumer behaviour from at least 10 years ago. Students should be looking for areas to challenge, or expand upon as they relate to current academic thinking in consumer behaviour. Some issues for students to consider:


  • Remember to summarise the key points of the article – what are the big overarching themes that the paper refers to?
  • How are consumer identities seen to be developed?
  • What evidence is there of culture of consumption
  • To what extent are the views presented contemporary of today’s consumer society?
  • How has consumption become an aspect of consumer’s everyday lives? Is this relevant for all consumers?
  • How are identities seen to be developed through the ‘consumer bubble’?
  • What do the authors state defines a culture of consumption?
  • How have times changed?
  • What do the authors say about a global culture of consumption?
  • Why are stories important for understanding consumption?
  • What do the authors note about less affluent countries/emerging markets/post-socialist countries? Why is an understanding of this important?




Learning Outcomes

The learning outcomes that are being assessed in this assessment are:

Subject-Specific Knowledge, Understanding & Application
Apply behavioural and psychological theories, concepts and models to purchasing behaviour and marketing responses
Critically evaluate the decision making process and influences upon a consumer
Demonstrate an understanding of the issues pertinent to the emotional and personal needs and wants of individual consumers utilising concepts related to self-identity
Employability & Changemaker Skills
Select and use a range of sources of information to argue and counter-argue ideas professionally and empathetically


Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assessment. Please see the grading rubric at the end of this assessment brief for further details of the criteria against which you will be assessed.


Word Limits (where appropriate)

The maximum word limit for this assessment is 2000 words


In accordance with the Assessment and Feedback Policy, as stated in section 4.40 where a submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.


In line with section 4.41 of the same Policy, where a submission is notably under the word limit, the full submission will be marked on the extent to which the learning objectives have been met.



Assessment Support

Support and guidance will be delivered in the workshops face-to-face, in addition to supporting materials online on NILE.


Generic Grading Criteria

You will find the generic grading criteria for achievement at  University Grading Criteria.  Also explained here are the meanings of the various G grades at the bottom of the grading scale.


Assessment Submission

To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission.


Written work submitted to TURNITIN will be subject to anti-plagiarism detection software.  Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database.


When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission.


If your assessment is not submitted to TURNITIN rather than a receipt you will see a green banner at the top of the screen that denotes successful submission.


N.B Work emailed directly to your tutor will not be marked. The only exception to this is when you are instructed to do so because TURNITIN is down.


Late submission of work

For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:


  • Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade.
  • More than one week from original deadline – maximum grade achievable LG (L indicating late).



The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated.


For full details please refer to the Extensions Policy.  The module leader can, where appropriate, authorise a short extension of up to two weeks from the original submission date for first sits only.


Mitigating Circumstances

For guidance on Mitigating circumstances please go to Mitigating Circumstances  where you will find detailed guidance on the policy as well as guidance and the form for making an application.


Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.


Plagiarism and Academic Integrity

Unless this is a group assessment, the work you produce must be your own with work taken from any other source properly referenced and attributed. The University of Northampton policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained (or attempted to obtain) an unfair advantage.


If you are in any doubt about what constitutes plagiarism or any other infringement of academic integrity, please read the University’s Academic Integrity and Misconduct Policy. For help with understanding academic integrity go to UNPAC  and follow the Top Tips for Good Academic Practice on the student hub.

Please note that the penalties for copying work from another source without proper referencing are severe and can include failing the assessment, failing the module and expulsion from the university.

Feedback and Grades

These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback will be provided by a rubric with summary comments. For work submitted to TURNITIN, please also click through for within text comments. A summary box of feedback comments will also be given in addition to the grading rubric.