Your paper could build on any of your paper summaries: it could extend the original paper theoretically (maybe through developing boundary conditions) or lead to a reversal of the findings of the original research, or even more interestingly combine two or more topics that we cover in class and come up with novel hypothesis to be tested in your paper. However, do not hesitate to go beyond the papers being discussed in class for this project. You can write a paper on any idea that has intrigued you or an issue you think is interesting about consumer behavior. It is strongly recommended that your paper examines a more theoretical/conceptual issue rather than something that is specific to a particular brand. As a way to encourage you to think conceptual research
Conducting literature review, building marketing relevance, identifying the research question, developing the theory, framing the hypotheses as well as outlining the proposed study to test the hypothesis would be key components of the paper. Please follow the JCR style-sheet (http://www.ejcr.org/stylesheet.pdf) in preparing this paper.
required reading
Rozin, Paul, Linda Millman, and Carol Nemeroff. “Operation of the laws of sympathetic
magic in disgust and other domains.” Journal of Personality and Social Psychology 50,
no. 4 (1986): 703-712
Morales, Andrea C., and Gavan J. Fitzsimons. “Product contagion: Changing consumer
evaluations through physical contact with “disgusting” products.” Journal of Marketing
Research 44, no. 2 (2007): 272-283.
Argo, Jennifer J., Darren W. Dahl, and Andrea C. Morales. “Positive consumer
contagion: Responses to attractive others in a retail context.” Journal of Marketing
Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24 (March), 343-373.
Aggarwal, Pankaj (2004), “The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior,” Journal of Consumer Research; 31 (June); 87-101