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This paper should only include the Literature Review section. It is a group report and my part is only the Literature Review. The purpose of this group report is to give you a chance to conduct real consumer psychology/behaviour research, analyse consumer data and interpret findings, translate them in practical marketing recommendations, and summarise them in a 3,000 words report.
Choose a non-conventional business idea of your own.
This group chose an online website where people can rent other people’s things and give their own for a lease in exchange for money.
The content of the literature review should answer the following:
What is the support that the consumer psychology literature offers for such an idea? Which of the theoretical frameworks, tools and concepts we discussed throughout the module can be used to justify the selection of this idea in a more solid way? Synthesis is the key, here. Do not describe each theory but try to apply them on your topic.
Resources: (online articles and journals: EBSCO, journals, the ISI Web of Knowledge (available via Athens), EBSCO, the Association of Consumer Research website featuring high quality conference proceedings (http://www.acrwebsite.org/volumes/), and google scholar.
Main journals are:
Journal of Applied Psychology
Journal of Consumer Research
Journal of Marketing Research
Journal of Consumer Psychology
Psychology & Marketing
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