SCI-ENG-004 Feb23 Assignments Unlimited A!empts Allowed Choose a submission type Details Modifying Consumer Behavior This assignment is mandatory and will

SCI-ENG-004 Feb23 Assignments

Unlimited A!empts Allowed

Choose a submission type

Details

Modifying Consumer Behavior

This assignment is mandatory and will therefore be evaluated as part of your final grade. This
assignment must be completed individually. Before a!emp”ng the assignment, you should study the
module’s content; sec”on 2 is par”cularly helpful.

Instruc”ons:

In this module we’ve seen the role of behavior modifica”on in marke”ng. Choose one of the following
cases to analyze.

1. Find a brand loyalty program to analyze. Ideally this would be a program you par”cipate in, so you
are familiar with how it works. Or, you may find on the internet and learn about the different
rewards and experiences offered

2. Analyze a past or present business situa”on from your work experience
3. Con”nue working on Amazon Go if you have further ideas beyond what you offered in what you

wrote on the forum.

For the case you choose to analyze, explain if you think the current marke”ng ac”vity is OK as it is—
or if you see an opportunity to make it more effec”ve or efficient. To arrive at your answer to this, you
may want to answer the ques”ons below:

1. In behavior mod terms, what is the behavioral landscape, and what kinds of interven”ons might we
consider?

a. What is the current behavior pa!ern—the operant behavior?

b. What behaviors might we want to encourage the consumer to start—using an antecedent
s”mulus?

c. What behaviors might we want to encourage the consumer to con”nue—using
reinforcement?

d. What range of ideas for s”muli would you propose to use as antecedent s”mulus and
reinforcement?

e. What schedules of reinforcement should we consider?

2. Please complete our course marke”ng brief form for Amazon Go:

a. What is the business problem or opportunity?

b. Who is the audience?
Examples of how we might answer this:

Is it all users of the category?
Our own brand users only?
Our brand users plus key compe”tors?
Is it our most valuable customers?
Is it users of our key compe””ve brand who we want to switch to our brand?

c. What is the desired consumer response?
Examples of how we might answer this:

Do we want exis”ng consumers to buy our brand more o%en?
Do we want to a!ract new customers?
Do we want to reduce the number of consumers who switch from our brand to other
brands?
Do we want to increase purchase frequency among current customers?

d. What is the key thing we know about the consumer? (This is the key consumer insight and
the hypothesis)

e. What marke”ng ac”on do we predict will bring about the desired consumer response? (This is
the hypothesis-based predic”on)

f. How will we test the effec”veness of the marke”ng ac”on?

3. [ANSWER IF YOU HAVE ANALYT