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MKTU9M5: Understanding
Consumers – 2016
Assignment guide
The aim of this pack is to outline the aims of the assignment and the seminar programme.
PLEASE READ THIS AND THE COURSE HANDOUT! If you ask us questions that
are addressed by these two documents then we will merely direct you to the document.
The Assignment
The deadline for the assignment is Tuesday 08th November 2016 by 11am. Leave your
essay in the essay box at 3B44 – this will be emptied at 11:00 prompt. The word limit is
3,000.
The assignment is worth 50% of the total grade for this course.
As there is only one assignment which you can begin working on from the start of term with
a generous deadline, extensions/exceptions will only be granted in exceptional
circumstances. This does not include your car breaking down on submission day etc. The
penalty is -3% per day.
What is a literature review?
We will have two lectures on this issue (the first is a general discussion, while the second will
provide a deconstruction of an example) but I would stress the following:
With a literature review you decide what the issues, the title and the content are. It is an
argument about/analysis of the literature – not just a description.
Why a literature review?
You need to acquire this skill for the following reasons:
– It will help you to cultivate a more critical and organised writing style.
– Some of you are required to undertake such a review for your dissertation.
– You will achieve better marks for future assignments if you develop these skills.
How do I do a literature review?
Choice of topic
You should choose one of the following topics:
Consumer Identity and Self
Children as Consumers
Gender and Consumer Research
Music and the Consumer
Subcultures of Consumption
Brands and the Consumer
These have been selected on the basis of the material covered in both the seminars and the
lectures.
The search
Search skills are very important: if you fail to acquire these skills then your grades for the rest
of your degree here at Stirling (whatever your degree is) will suffer.
What do we mean by literature? Well principally we mean academic articles in academic
journals or in edited ‘reader’ volumes (collections of articles in a book) and sometimes
narrowly focused books (monograph style). Course textbooks are a good starting point
and they will often give references and indications for further reading but they themselves
are reviews of literature. We want you to assess the research on which they are based
yourself.
We prefer academic articles as opposed to those that appear in publications like Marketing
Week for very good reasons. Articles in academic journals are double blind refereed which
means that the names of the authors are removed when they are submitted and the validity
and quality of the work is rigorously assessed by at least two other pertinent academics. The
papers are then accepted or rejected or are required to be changed. Articles in Marketing
Week do not go through this process – they are journalistic. It’s easy to recognise an
academic journal – all the papers are referenced and the authors are invariably academics.
Here are some of the journals where you might find relevant material:
Consumption, Markets and Culture
European Journal of Marketing
International Journal of Research in Marketing
Journal of Consumer Culture
Journal of Consumer Research
Journal of Consumer Marketing
Journal of Marketing
Journal of Marketing Management
Journal of Marketing Research
Journal of Marketing Science
Journal of Retailing
Marketing Intelligence & Planning
To conduct an effective literature review you must carry out a search of the literature.
You will find the electronic databases in the library indispensable for this search, providing
you with access to previous articles/research on each of the topics. A good starting place is
Business Source Premier. Your second port of call should be the Emerald database. Finally,
Web of Science is also good, but does not enable you to print off the actual articles.
However, one main advantage of the database is the ability to carry out a citation search, i.e.
articles that have subsequently cited key articles on particular topics.
A good way of screening for relevant articles is by scanning the contents pages of the copies
on the shelves. Don’t be tempted to vandalise the library stock – we will cross-reference
your work with articles reported missing or vandalised. One good way of finding new
references is by checking which articles authors themselves have referenced. Reference lists
can be found at the end of academic articles.
The written piece
DO NOT WRITE IN THE FIRST PERSON (i.e. ‘I think that…etc.). This makes the work
appear less objective and more like an essay on what you did on your holidays.
List all your references in full at the end of your work using a consistent approach e.g.
Harvard.
Literature Review 1
Understanding Consumers
Gary Sinclair
Lecture objectives
• To provide more information on the assignment
• To explore the assignment topics in greater depth
• To identify why literature reviews are conducted
• To establish how to structure and present a literature review
• Discuss common mistakes and how to avoid them
The Assignment
An individual piece of written work reviewing the academic literature on ONE of the
following topics of consumer research:
•
•
•
•
•
Children as Consumers
Gender and Consumer Research
Subcultures of Consumption
Brands and the Consumer
Music and the Consumer
Word count: Approximately 3,000
Deadline: 10th of November
More information: see module outline on Succeed
Choosing the topic: You have decisions to make
• You will not be able to cover everything on a particular topic – nor should you
• No two reviews will be the same
• You need to isolate and select something specific
• The suggested readings for each subject in the module handout are a good place
to start
• Do not base your literature review on one single paper
What is a literature review?
• “The selection of available documents (both published and unpublished) on the
topic, which contain information, ideas, data and evidence written from a particular
standpoint to fulfil certain aims or express certain views on the nature of the topic
and how it is to be investigated, and the effective evaluation of these documents
in relation to the research being proposed.” (Hart, 2000, p.13)
In other words…
• A literature review conceptualises – or attempts to make sense of – the topic you
have selected using previous literature
• It is a thorough, comprehensive and critical discussion of previous academic
research
It is not…
• An annotated bibliography
• A review of everything!
Only pertinent literature
• A simple, descriptive discussion: E.g. Blah (2001) said this, then Blah
(2003) said his, but Blah and Blah (2004) said this…
Critical evaluation
• Flurry’s (2007) research that suggested gender was an influencing factor
on purchase decisions contrasted with early findings and indicated that
male children have a greater influence than females at the initiation
stage. These inconsistent findings suggest gender is of modest
importance and this hypothesis is supported by the results of Shoham
and Dalakas in which gender was not found to be a decisive influencing
factor
What is ‘literature’?
What to use?
• Academic articles in academic journals
• Edited reader volumes (collections of articles in a book)
• Specialised text books
What not to use…
• Trade publications
• Newspapers, magazines, websites, blogs etc
• Generic text books
Punishment by death…(or just a loss of marks)
• Using Wikipedia!!!!!!
Why academic journals?
• Validity and quality of work is rigorously assessed by at least two other
experts (Double-blind refereed)
• Submissions usually undergo various changes and edits before it is
accepted
• The work is usually more scientific in practice
• Other writing does not go through the peer-review process. It is more
‘journalistic’ in scope
Where to find academic journals: Search tools
• Library session will show you how to access online journals
• Googlescholar
• Emerald
• Sciencedirect.com
• Abstracts
• Use academic papers to find more academic studies
Other reasons for a literature research
• Demonstrates your library search skills
• Demonstrates command of the subject area
• Demonstrates understanding of the topic and complexities
• Demonstrates awareness & evaluation of previous research
methodologies
Writing styles
• Use the third person
• Use the past tense
• ‘Quoting’ vs paraphrasing
• Avoidance of plagiarism at all costs: the little book on plagiarism is
available on SUCCEED
• Write then edit – don’t edit before you write: Cutting tends to be easier
than creating
Tips
• Constantly relate your discussion of literature back to your topic
• Reference authors by surname and year only unless citing direct quotes
(otherwise page number is needed)
• Don’t over use direct quotations
• Be consistent in your referencing and style of referencing
• Start preparing bibliography!
• Don’t be afraid to write!
Referencing
• Use Harvard Stirling University Referencing style (available in Refworks)
• Be consistent with the style used: Do not start using Harvard and then switch to
MLA or APA for example
• Different types of material (e.g. books or journal articles) are presented differently
in the bibliography
• Smith (1995) has provided evidence:
• (Smith et al., 2013).
• Smith (2010, p.59) argue that ‘previous research is limited in this area’
Referencing examples
• Johnson, G. and Scholes, K. (2010) Exploring strategy: text and cases.
9th ed. Harlow: Financial Times.
• Gordon, R., Moodie, C., Eadie, D. and Hastings, G. (2010) Critical social
marketing – the impact of alcohol marketing on youth drinking: qualitative
findings. International Journal of Nonprofit & Voluntary Sector Marketing,
15 (3), pp. 265-275.
• For more details See
http://www.stir.ac.uk/media/schools/is/documents/referencing/Harvard%2
0Referencing%20handbook%20insert%20Management.pdf
Structuring literature reviews
• Three main sections
– An introduction
– A main discussion
– A summary
The introduction
• Explicitly maps out the purpose, scope and content of the assignment –
signposting
• Why is it important?
• Makes it easy for the reader/examiner
The discussion
• Demonstrate understanding & awareness of significance
• Classify – group studies together (themes, sub-topics, progression of
debate)
• Be insightful in your review – identify points of interest: From your
perspective and others
• Evaluation – compare different studies/papers
• Consider the relative significance of particular studies
• Gaps – identify areas where knowledge is absent/incomplete/deficient
• Sign-post – needs to flow well
• Remember the story
Discussion structure
• Start broad, then get increasingly focused
• Consider linkages and progression of arguments
• Adopt a layered approach
The summary
• Make (supported) conclusions about previous research – its direction
and scope
• Reiterate what you found and why it’s important
• What questions has your review created?
Common mistakes
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•
•
•
•
•
•
•
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Poor referencing
Bad grammar and punctuation
Lack of consideration for structure
Promises the world and fails to deliver
Lacks synthesis
Repetition
Repetition
Too broad a focus
Lack of critical engagement
Too much waffle
Characteristics of a good literature review
• Identifies existing work relevant to a topic
• Illustrates command of the literature
• Identifies key areas of concern
• Identifies gaps in existing literature
– Temporal changes
– Evolution of new phenomena
– New perspectives
MKTU9M5: Assignment Support
– Literature Review
Dr. Michael Healy
1
Objectives
• 5 minutes to address questions about
assignment
• Review assignment guidelines
• Discuss Fernandez and Lastovicka (2011) as an
example of how to write a literature review
• If you still have questions come see me after
the lecture or email me
• Note: It helps if students have read the paper
before the lecture
2
Assignment guidelines
• Assignment due by 11:00 Monday 09th of
November
• Submit via the assignment box outside room
3B44
• Ensure the cover sheet is filled out with student
registration and module code
• You must also upload the assignment to Turnitin;
the assignment is only considered ‘submitted’
once both the hard copy and electronic copy has
been submitted.
• Ensure your similarity score is as close to zero as
much as possible
3
Assignment guidelines
• Topic areas:
– Consumer Identity and the Self
– Children as Consumers
– Gender and Consumer Research
– Music and the Consumer
– Subcultures of Consumption
– Brands and the Consumer
• Sand castles need a strong foundation, so stay
within your sandbox
4
Assignment Guidelines
• Use academic journals
• Journal of Consumer Research, Advances in
Consumer Research, Consumption, Markets and
Culture, Harvard Business Review (HBR), Journal
of Marketing (JM), European Journal of
Marketing (EJM), Marketing Intelligence and
Planning, Journal of Marketing Research, Journal
of Marketing Management, Psychology &
Marketing, etc.
• Please do not use non-academic sources,
textbooks, websites and newspapers for your
literature review.
5
Assignment Guidelines
•
•
•
•
Use Harvard business referencing
Provide a list of references
Don’t reference material you haven’t read
Although, do investigate the references of
other works if you think they are important
6
INITIAL QUESTIONS?
7
LITERATURE REVIEW
8
Literature review
• Analysis through critical argument
• Interpret theoretical issues relevant to the
topic/phenomena
• Reach conceptual understanding to shape
your world view
– Identify ‘what’ we know
– Reveal ‘what’ is missing from our understanding
of how a phenomena works
– Clarify theoretical gaps for future clarification
9
Literature review
Context
Introduction
Issues
Theoretical lens
Literature review
10
Making Magic: Fetishes in
Contemporary Consumption
• Fernandez, K. V., & Lastovicka, J. L. (2011).
Making magic: Fetishes in contemporary
consumption. Journal of Consumer Research,
38(2), 278–299.
• Impressions?
• What’s the paper about?
• What’s the main research gap?
11
Introduction
• The authors start with a ‘big picture’ observation;
– people consume replica guitars based on their
favourite artists.
– While the guitar is an ordinary mass produced object
it is coveted/fetishized by the consumer as having
empowering properties
– The authors draw their observation from an informant
quote (data). Even without data you can do similar by
making an observation about industry/consumers. It
may be the only time you would draw from trade
publications to make a point.
12
Magic (Observation)
• Jack (WM58, engineer): If I could have any guitar in the
world? I wouldn’t mind having his [Roger McGuinn’s] guitar.
Oh well, it’s at the Experience Music Project [EMP Museum
in Seattle].” Researcher: But, it might be beat up, it might
be scratched?
• Jack: It was there; it cut the hits at the moment of creation
of “the sound.” But, anyhow, that is something that is
enshrined in a museum. . . . I’ve stood in front of it at the
EMP in its glory. . . . I got the chills.
• Jack: I play this guitar and God. . . . I sound just like Roger!
It’s quite a magical feeling. . . . and part of it is the magic of
this particular instrument. Truly. It’s a magical instrument.
And when I play it, it takes me to places that I couldn’t go
without it. (Fernandez and Lastovicka 2011, 278)
13
Introduction
• Once the authors make their observation/point they
quickly link it in with their theoretical lens
• In the case of this paper it’s fetishism
• The authors draw on Belk’s theoretical argument for
support; the artists relic guitar or warrior’s battle shield.
• The authors quickly highlight what previous research has
investigated; this is merely setting the scene for the
argument in the main body of the lit review
• They immediately state what the literature/research hasn’t
covered;
– Consumer research is yet to investigate the ‘replica-fetish’ and
how it promises consumers ‘magical meaning’ (value) that alters
states of being (becoming of self)
– This is an example of a gap
14
Introduction
• The authors then state the benefits of the
research
– “Consequently, our research responds by presenting a
more fluid cyclical process of fetishization appropriate
to considering the contemporary consumption of
replica-fetishes.”
• While you will not use research, you can state
what your literature review/argument will
demonstrate/reveal/show/highlight, etc.
• Why is your discussion important?
15
Introduction
• Next the authors quickly define the term
replica (see p. 279)
• Notice how the definition draws from the
literature for support.
• No assumptions are made
16
Gap
• The replica-fetish that a consumer like Jack uses
because it offers the promise of magical meaning
that he believes alters his state of being
(Fernandez and Lastovicka 2011, 278)
• “Benjamin (1936/1968), who argued that massproduced replicas lack aura and so are no more
than mere shadows of originals, we show how
replicas can and do acquire aura, or charisma
(Bjorkman 2002) […] consumers’ magical thinking
imbues mass-produced replicas with power,
causing these replicas to radiate aura and thus
transforming them into fetishes.” (Fernandez and
Lastovicka 2011, 278).
17
Introduction
• Towards the end of the Introduction the
authors highlight the main research questions
• Try to keep them to three, no more otherwise
things tend to get complicated (keep the
argument simple, logical and methodical)
• You can posit the three conceptual questions
your literature review will explore
• Take a step back and consider the holistic
picture.
18
Research Question 1
• First, we ask, how does a replica become
perceived as accruing power?
19
Research Question 1
• Consumers use “…contagious magic by
unpacking the processes by which consumers
use contagious magic and imitative magic
(separately and together) to imbue their
replicas with perceptions of power.”
(Fernandez and Lastovicka 2011, 279)
• Magic becomes ‘tangibilized’
• Transform from abstract thought to physical
objects of power
20
Imitative Magic
• Law of similarity
• Likeness
• Things that resemble one another share
fundamental properties
• Anthropomorphism is an example of this
process (finding human traits in non-human
objects and animals)
21
Research Question 2
• “Our second question asks, how do consumers
make power tangible in their replicas so that
these replicas become perceived as radiating
aura?”
22
Research Question 2
• Consumers “…decode existing semiotic cues
to examine how consumers create and employ
these cues to signify the results of their
magical thinking in their replicas” (Fernandez
and Lastovicka 2011, 279).
23
Research Question 3
• “How do these replicas subsequently
empower their possessors such that the
replicas become desired by others?”
• The process of fetishization (see model)
24
Introduction
• The authors close with
• “We next review the relevant literatures that
inform our work, calling attention to the
limitations in these streams of research that gave
rise to our aforementioned questions. Following
our review, we report our empirical findings and
discuss their meaning for consumer research.” (p.
279)
• You won’t have empirical (research) findings, but
yo …
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