Consumption Journal Paper

Ten Product List

After the third submission of the consumer journal, students will review their consumption behavior and create a list of ten products or services they own and/or regularly use. Students are asked to select only those products and services that best portray their personality, values, and lifestyle. Similar to the journal entry, the list is required to contain detailed information (such as brands, sizes, colors, and/or models) about the products and services.

Advertisement Analysis

Once the ten-item product list is complete, each student should select two of the items on the list and locate an advertisement for each of the selected products. The two advertisements then serve as the medium for a short analysis paper. For the paper, the analysis of each advertisement is broken down into three sections. First, students have to identify between four and six consumer behavior concepts used in the advertisements. Second, students are asked to identify and explain the demographic and psychographic segments to which the ad was designed to appeal. Finally, students explain whether or not they fit into the identified target market.

This exercise allows you to demonstrate an understanding of segmentation, motivation, personality, psychographics, learning, attitudes, and reference group influence.  Via the journal entries, the ten-product list, and advertisement analysis, you will learn about your personal consumption habits. This self-discovery is an exploration of the social and psychological factors that influenced your consumption behavior and how your behavior could be generalized to others. 

Since you have been keeping a reflection journal, include a paragraph about how your consumption habits may have changed since the beginning of the semester