PRACTICAL APPLICATIONS PART 2
Description:
The Practical Applications Part 2 (PA2) is an individual report that allows you to demonstrate
your command of the theories, concepts, and models that you learn in this unit. The tasks in
this report are designed to allow you to get an insight into how businesses and organisations
apply these theories and models to influence consumer attitudes, decisions, and behaviour.
PA2 is to be submitted by 9:30am (Melbourne time) on Monday 16th October 2023.
Note that you do not need to define any of the terms you use. Rather, the PA2 assessment is
designed to assess your in-depth understanding of the theory and your ability to apply this
theory to real-life situations.
Learning Outcomes Achieved:
The PA2 assessment tests your achievement of the following learning outcomes:
• Demonstrate a detailed understanding of consumer psychology and the main factors
that influence consumer behaviour.
• Use consumer behaviour concepts to analyse and evaluate the effectiveness of
marketing strategies.
• Understand how this knowledge can be used to help consumers make better and more
informed decisions.
Requirements, Marking Criteria and Due Dates:
• Please see the following pages for the submission requirements, marketing criteria, and
due dates for PA2 Assessment.
Task 1: Consumer Attitudes & Understanding Consumer culture
Before attempting the first task, please refer to the two (2) advertisements below (Click on
the links to play the videos).
Ad1: Humanity’s Horoscope by Connect4Climate
Ad2: Sort the Waste and Save the earth by Latvian Green Point
Both Connect4Climate and the Latvian Green Point are working towards the same objective
in the 2 campaigns – to save the Earth. Each organisation is using certain approaches to
persuade people to form an attitude towards the cause being communicated.
1a. Using the Elaboration Likelihood Model of persuasion (ELM), identify and discuss which
route to persuasion is being implemented by each firm (5%). Which of the two routes is more
effective at persuading the audience and why? (10%) (Hint: Refer to the high and low MAO
situations to explain the second part of the question)
You have been asked to design a campaign to encourage the Australian population (your
audience) to think about their actions that would contribute to save the earth. Your research
about the audience shows that the Australian community is composed of a diverse range of
people from different ethnic backgrounds.
1b. As part of your campaign, you must communicate with two (2) sets of consumers each
from a different ethnic background (of your choice). Using your knowledge of Hofstede’s 5
dimensions of culture, discuss the type of message that you will implement for each of the
two different sets of consumers to encourage them to think of ways to save the earth. (15%)
(Hint: You can choose to focus on any one of the 5 dimensions of culture to help in
implementing your message).
Task 2: The Process of Judgement and Decision Making
War on waste is a program that airs on ABC (the TV channel) which illustrates the scale of the
waste problem caused not only by the average Australian family but also by industries.
The following information is adapted from a news article published by ABC News on July 19th,
2023, entitled “Craig Reucassel on making War on Waste 3 and what he learnt that shocked
him.”
Craig Reucassel, host of “War on Waste” ABC's program has learnt a lot about rubbish and
recycling over the six years since he became the face of the program. But a couple of things
he discovered while making the third series of the show alarmed him – how much plastic is in
the clothing we wear and how much is ending up inside our bodies.
"I think fashion continues to be one of the areas that shocks me the most," he says. "We've
gone from fast fashion to now we have ultra-fast fashion”. Online organisations are pumping
out an extraordinary amount of fashion at very cheap prices that's fossil fuel-based but
predominantly plastic.
"Over 60 per cent of our clothing is made from plastic and in Australia, we continue to buy
more and more and wear it less and less and we need to do the exact opposite — we need to
buy less and wear it for longer."
How did plastic end up in my poo?
One of his least fun days at work was providing a poo sample while investigating how
microplastics are getting into our bodies and if there's a potential impact on our health. "It's
really interesting that a lot of the microplastics in me are in fabric fibres," he says. "I think we
think of plastic in our lives as being the drink bottle in front of us, the packaging around our
food — but an enormous amount of the plastic in our lives is actually our clothes and that's
creating a microplastic problem that is a difficult one to get the solution to.”
"I think one of the concerning things about it is that we are a bit of a lab rat at the moment
as we don't have clear answers about the impacts of a lot of this stuff long-term…but it's
concerning when we know it's become part of our food chain. We find plastics in our ice caps,
in our breast milk, in our drinking water."
Are we making progress or going backwards?
When previous series of War on Waste aired, the show helped raise awareness and motivate
action — a tram full of throwaway coffee cups and the dumping of perfectly edible but
imperfect-looking bananas pricked the community's conscience.
Alongside broader campaigns and initiatives, the show helped make reducing waste a
national priority, with governments moving to ban or phase out single-use plastic bags, big
supermarkets setting zero food waste targets and consumers shunning plastic straws and
snapping up compost bins and re-usable coffee cups.
So why the need to look inside our rubbish bins again?
While post-COVID fatigue might have many of us feeling like this is just another
insurmountable problem, War on Waste shows there are solutions and people are having a
positive impact. Reucassel argues every little bit we do helps. "Change is not going to happen
overnight and the change that needs to happen has to have government, businesses and the
community working together."
Working with the ABC Impact team and experts in the fields of waste, recycling, science and
environmental issues, the program hopes to reignite audience interest in reducing rubbish
and demanding action from governments, councils and businesses with the ability to make a
difference on a bigger scale.
In previous series, the "pester power" of young viewers helped drive change in individual
households. Reucassel is “encouraging people to take action as part of watching the show,
the more cages we can rattle, the better."
2a. By referring to the above news, discuss how the information instigates the first stage of
the decision-making process, that is problem recognition and how does problem recognition
affect the consumer’s behaviour in this scenario? (10%)
Now that consumers have realised that there is a problem, they also notice that they do not
have the required information from memory to decide on whether to join the “war on waste”
or not. Consumers need to engage in external search of information.
2b. Taking into consideration the information provided in the above excerpt from ABC news,
discuss the different factors that will influence consumers’ external search of information.
(15%)
To help consumers who are yet to decide to join the “war on waste”
bandwagon, the City of Melbourne Council has decided to educate its residents. You have
been tasked by the City of Melbourne Council to design an appropriate strategy to help people
learn about “war on waste” and its benefits to the society and to the environment.
2c. Basing your strategy on operant conditioning, identify and discuss the strategies that will
yield more people to join the “war on waste”. (20%)
Include in the discussion of your strategy:
• One positive reinforcement
• One negative reinforcement
• One positive punishment
• One negative punishment
Task 3: Post Purchase Evaluation
Social worker and mother-of-two, Penny Wearne, had to battle Airbnb for about two months
to get a refund when she was overcharged nearly $300 in 2018 for accommodation in
Victoria's Dandenong Ranges. Ms Wearne said the price when she booked was $799, but she
found out the actual cost was almost $1,100 because she was charged in US currency.
When thousands of people complained, Airbnb allegedly told many customers the prices were
shown in US currency because they had selected that option.
In addition to paying higher prices than expected some consumers who were charged in
US dollars also found themselves further out of pocket through currency conversion fees
charged by their credit card provider.
Despite thousands of consumers complaining to Airbnb about the way prices were displayed,
Airbnb did not amend its booking platform until after the ACCC (Australian Competition and
Consumer Commission) raised the issue.
Eventually Airbnb agreed to refund Ms Wearne the $300, but only after she had paid the full
amount. It then offered her a voucher for $150, which she refused, and was then refunded
the $300. Airbnb changed the way currencies were displayed after an intervention by the
ACCC.
3a. Using the Equity theory explain how consumers who booked with Airbnb feel that they
have been treated unfairly. Use to the input-to-output ratio concept, as per Equity Theory, to
explain the perception of unfairness. Namely, explain what the elements in the input and
output ratio are, in this case, and how they contribute to the consumers’ sense of inequity.
(10%)
3b. In your opinion, what do you believe Airbnb has learnt as a result of consumer complaints
and do you feel they acted decisively when complaints started? Provide your reasons. (10%)
Criteria Weighting
1a 15%
1b 15%
2a 10%
2b 15%
2c 20%
3a 10%
3b 10%
Written expression, formatting, referencing 5%
Total 100%
Formatting Requirements:
• No cover page is necessary. At the top of the first page simply use the heading “Practical
Applications 2” and indicate your full name (first name, surname) and student ID
number.
• Paper: A4 size, 1-inch margins; text: 12-point Times New Roman, double-spaced.
• Maximum of 1,200 words (this does not include appendices or diagrams/figures). Note,
however, that you do not need to reach the upper 1,200 words limit. Quantity does not
equal quality!
• Please use headings and subheadings, where appropriate.
Referencing:
It is important that you reference all sources that you use in your work (including
textbook, peer reviewed journals, trade press, newspapers, online sources, etc.). It is also
important that you draw on credible source material (references) and correctly cite these
sources intext and in your references. It is expected that 3 (three) academic references will
be sourced.
• Appropriate use of APA style- in text (quick tips):
o https://www.youtube.com/watch?v=R5igNRmKLug ;
o https://www.youtube.com/watch?v=weD9a-ZL0AY
• Appropriate use of APA style in references (quick tips):
o https://www.youtube.com/watch?v=uq7hYWh0Xdg
Marking Criteria:
• Practical Applications 2 is weighted at 18% of the total marks available in this unit.
Please refer to the table above for a breakdown of the marks for this assessment.
• Marks are awarded based on your correct and thoughtful application of the relevant
theories, concepts or models.
• For each day late submission (up to 7 days after the deadline, inclusive), there will be a
10% penalty. For submissions over 7 days late, a mark of 0 will be awarded.
Conditions for use of generative AI:
• In this assessment, you must not use generative artificial intelligence (AI) to generate
any materials or content in relation to the assessment task.
• Assessments written with the assistance of generative AI will be receive a Fail mark.
Due Date: by 9:30am (Melbourne time) on Monday, 16th October 2023.
Submission: Submit in Moodle in section “Submit Your Assignments Here.”
Practical Applications Part 2 Marking Rubric
Criteria Fail (0) Very poor (25) Pass (50) Reasonable (60) Good (70) Very good (80) Exemplary (100)
Q1a – 15% Criteria
not
addressed
or the
content is
off topic.
0 marks
Poor understanding
of the relevant
theory. Key points
are mostly missing.
3.8 marks
Answer incomplete or
partially incorrect.
The argument is of
variable
depth/breadth. It is
OK in places but poor
in others. The
argument generally
lacks depth/breadth
and is mostly
descriptive.
7.5 marks
Reasonable understanding
of the relevant theory. The
arguments used have
some depth, but focus is
more on description (vs.
analysis or insight). Key
points are there but may
need more elaboration.
Link between theory and
practical case not always
clear.
9 marks
Good understanding of
the relevant theory and
its relation to the
practical example.
Answer is
comprehensive, but
more could be done to
enhance the depth and
persuasiveness of the
arguments.
10.5 marks
Very good
understanding of the
relevant theory and the
link to the practical
example. The
arguments have good
depth and breadth,
several insightful points
raised. 12 marks
Excellent understanding
of the relevant theory
and how it relates to the
practical example. The
arguments used have
great depth and
breadth. They raise
insightful points and are
persuasively presented.
Outstanding answer.
15 marks
Q1b – 15% Criteria
not
addressed
or the
content is
off topic.
0 marks
Poor understanding
of the relevant
theory. Key points
are mostly missing.
3.8 marks
Answer incomplete or
partially incorrect.
The argument is of
variable
depth/breadth. It is
OK in places but poor
in others. The
argument generally
lacks depth/breadth
and is mostly
descriptive.
7.5 marks
Reasonable
understanding of the
relevant theory. The
arguments used have
some depth, but focus is
more on description (vs.
analysis or insight). Key
points are there but may
need more elaboration.
Link between theory and
practical case not always
clear.
9 marks
Good understanding of
the relevant theory and
its relation to the
practical example.
Answer is
comprehensive, but
more could be done to
enhance the depth and
persuasiveness of the
arguments.
10.5 marks
Very good
understanding of the
relevant theory and the
link to the practical
example. The
arguments have good
depth and breadth,
several insightful points
raised. 12 marks
Excellent understanding
of the relevant theory
and how it relates to the
practical example. The
arguments used have
great depth and
breadth. They raise
insightful points and are
persuasively presented.
Outstanding answer.
15 marks
Q2a – 10% Criteria not
addressed
or the
content is
off topic.
0 marks
Poor understanding
of the relevant
theory. Key points are
mostly missing. 2.5
marks
Answer incomplete
or partially incorrect.
The argument is of
variable
depth/breadth. It is
OK in places but poor
in others. The
argument generally
lacks depth/breadth
and is mostly
descriptive.
5 marks
Reasonable understanding
of the relevant theory. The
arguments used have
some depth, but focus is
more on description (vs.
analysis or insight). Key
points are there but may
need more elaboration.
Link between theory and
practical case not always
clear.
6 marks
Good understanding of
the relevant theory and
its relation to the
practical example.
Answer is
comprehensive, but
more could be done to
enhance the depth and
persuasiveness of the
arguments.
7 marks
Very good
understanding of the
relevant theory and the
link to the practical
example. The
arguments have good
depth and breadth,
several insightful points
raised. 8 marks
Excellent understanding
of the relevant theory
and how it relates to the
practical example. The
arguments used have
great depth and
breadth. They raise
insightful points and are
persuasively presented.
Outstanding answer.
10 marks
Q2b – 15% Criteria not
addressed
or the
content is
off topic.
0 marks
Poor understanding
of the relevant
theory. Key points are
mostly missing. 3.8
marks
Answer incomplete
or partially incorrect.
The argument is of
variable
depth/breadth. It is
OK in places but poor
in others. The
argument generally
lacks depth/breadth
and is mostly
descriptive.
7.5 marks
Reasonable
understanding of the
relevant theory. The
arguments used have
some depth, but focus is
more on description (vs.
analysis or insight). Key
points are there but may
need more elaboration.
Link between theory and
practical case not always
clear.
9 marks
Good understanding of
the relevant theory and
its relation to the
practical example.
Answer is
comprehensive, but
more could be done to
enhance the depth and
persuasiveness of the
arguments.
10.5 marks
Very good
understanding of the
relevant theory and the
link to the practical
example. The
arguments have good
depth and breadth,
several insightful points
raised. 12 marks
Excellent understanding
of the relevant theory
and how it relates to the
practical example. The
arguments used have
great depth and
breadth. They raise
insightful points and are
persuasively presented.
Outstanding answer.
15 marks
Q2c – 20% Criteria not
addressed
or the
content is
off topic.
0 marks
Poor understanding
of the relevant
theory. Key points are
mostly missing.
5 marks
Answer incomplete
or partially incorrect.
The argument is of
variable
depth/breadth. It is
OK in places but poor
in others. The
argument generally
lacks depth/breadth
and is mostly
descriptive.
10 marks
Reasonable
understanding of the
relevant theory. The
arguments used have
some depth, but focus is
more on description (vs.
analysis or insight). Key
points are there but may
need more elaboration.
Link between theory and
practical case not always
clear. (12 marks)
Good understanding of
the relevant theory and
its relation to the
practical example.
Answer is
comprehensive, but
more could be done to
enhance the depth and
persuasiveness of the
arguments.
14 marks

Very good
understanding of the
relevant theory and the
link to the practical
example. The
arguments have good
depth and breadth,
several insightful points
raised. 16 marks
Excellent understanding
of the relevant theory
and how it relates to the
practical example. The
arguments used have
great depth and
breadth. They raise
insightful points and are
persuasively presented.
Outstanding answer.
20 marks
Q3a – 10% Criteria not
addressed
or the
content is
off topic.
0 marks
Poor understanding of
the relevant theory.
Key points are mostly
missing.
2.5 marks
Answer incomplete
or partially incorrect.
The argument is of
variable
depth/breadth. It is
OK in places but poor
in others. The
argument generally
lacks depth/breadth
and is mostly
descriptive. (5 marks)
Reasonable understanding
of the relevant theory. The
arguments used have
some depth, but focus is
more on description (vs.
analysis or insight). Key
points are there but may
need more elaboration.
Link between theory and
practical case not always
clear.
6 marks
Good understanding of
the relevant theory and
its relation to the
practical example.
Answer is
comprehensive, but
more could be done to
enhance the depth and
persuasiveness of the
arguments.
7 marks
Very good understanding
of the relevant theory
and the link to the
practical example. The
arguments have good
depth and breadth,
several insightful points
raised. 8 marks
Excellent understanding
of the relevant theory
and how it relates to the
practical example. The
arguments used have
great depth and
breadth. They raise
insightful points and are
persuasively presented.
Outstanding answer.
10 marks
Q3b – 10% Criteria not
addressed
or the
content is
off topic.
0 marks
Poor understanding of
the relevant theory.
Key points are mostly
missing.
2.5 marks
Answer incomplete
or partially incorrect.
The argument is of
variable
depth/breadth. It is
OK in places but poor
in others. The
argument generally
lacks depth/breadth
Reasonable understanding
of the relevant theory. The
arguments used have
some depth, but focus is
more on description (vs.
analysis or insight). Key
points are there but may
need more elaboration.
Link between theory and
practical case not always
clear.
Good understanding of
the relevant theory and
its relation to the
practical example.
Answer is
comprehensive, but
more could be done to
enhance the depth and
persuasiveness of the
arguments.
Very good understanding
of the relevant theory
and the link to the
practical example. The
arguments have good
depth and breadth,
several insightful points
raised.
8 marks
Excellent understanding
of the relevant theory
and how it relates to the
practical example. The
arguments used have
great depth and
breadth. They raise
insightful points and are
persuasively presented.
Outstanding answer.
10 marks
and is mostly
descriptive. (5 marks)
6 marks 7 marks
Written
express
ion,
formatting,
referencing
-
5%
n/a Has ignored most of
the formatting
guidelines. Writing
difficult to follow.
Very frequent errors
in sentences
structure, spelling
and/or grammar.
Please urgently seek
assistance from the
Learning Skills
advisors.
https://www.monash.
edu/library/skills/reso
urces/we-willsupport-
you-drop-in
1.3 marks
Follows some of the
guidelines. Frequent
errors in grammar,
spelling, and
punctuation impede
understanding. Little
or no organisation to
the report. Ideas
seem scrambled and
disconnected. Details
do not fit with main
idea.
Some sources may
not have been
referenced.
2.5 marks
Follows the guidelines
reasonably well. Some
errors in grammar,
capitalisation, spelling, or
punctuation. Report is
reasonably well organised
but seems unfinished or
connection between
details and main ideas is
not always clear. Some
sources used may not
have been referenced.
3 marks
Follows the guidelines
well. Some errors in
grammar, capitalisation,
spelling, and
punctuation. More can
be done to increase
clarity and logical flow
of presentation. Some
sources may not be
properly referenced.
3.5 marks
Follows most of the
guidelines. Occasional
errors in grammar,
capitalisation, spelling,
and punctuation. Ideas
presented mostly in
logical, easy to follow
order. Transitions used
to show relationships
among ideas. Some
sources used nay not
have been properly
referenced.
4 marks
Follows all of the
guidelines. No errors in
grammar, capitalisation,
spelling, and
punctuation. Ideas
presented always in
logical, easy to follow
order. Transitions used
to show relationships
among ideas. All sources
used have been properly
referenced.
5 marks