Changing Consumer Behaviour Challenge (CCBC) Assignment

Assignment Task

The Changing Consumer Behaviour Challenge (based on Gravois, Lopez and Budden 2017) is designed specially for you! It is a valuable opportunity to set goals and grow personally by changing a personal consumption behaviour or trying something new. For example, perhaps you would like to: Learn a new skill. Try a new food daily. Spend less. Save more. Shop more locally. Cut down on sugar. Eat less fast food. Reduce social media usage. Shift to more organic products. Exercise more. Use less water. Drink less alcohol. Stop smoking Donate more to charity.

Throughout your challenge journey, you will analyse the consumer behaviour concepts we are discussing in class as they are revealed through your experiences. You will critically reflect on your successes and struggles to learn more about yourself, others, and consumer behaviour concepts. This in-depth reflection is the cornerstone of the project.

Step

1. Pick Your Challenge. Identify an aspect of your consumer behaviour that you would like to change or something new you would like to try for a sustained timeframe. Set specific goals. Determine the timeframe (duration) of your challenge. If needed, specify any exceptions that allow you to modify your challenge for special circumstances

Please ensure that you pick a challenge that 1] is consumer-relevant and involves consumption of some type of offering (e.g. a product, service, idea, experience, etc. see Week 1); either as the goal itself or to support the goal. For example, if you choose an exercise or fitness challenge you should consider how this goal could be supported by acts of consumption (e.g. joining the gym, watching exercise videos on You Tube; using a fitness app etc.); 2] pick a challenge that you actually care about and that is personally relevant and meaningful to you and your life and 3] DO NOT pick a challenge that is related to your group project. E.g. if you are in Group 1 (Young Adulthood Obesity), don't choose a dieting or exercise challenge. The challenge you choose must be different to the problem assigned for your group assignment. 4] set a clear timeframe for your challenge e.g. "I will pursue the goal for 7 days commencing the 12 September through to the 19 September", the timeframe MUST take place during Semester and you should only commence your challenge after you have submitted it via Step 2 below 5] and finally, be sure that the consumer behaviour change you select for yourself is safe, challenging, authentic and motivational for you.

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