Imagine you are a researcher in the field of Consumer Behaviour.

Your research idea is on one of the following four topics:


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1. consumer decision-making; specifically, the role of system 1 and system 2 in consumer decision-making and/or the effect of a specific heuristic on consumer decision-making

2. sensory reception; specifically, how one of the senses (sight, hearing, touch, smell or taste) might influence consumer behaviour

3. nostalgia; specifically, under what circumstances nostalgic products or campaigns might appeal to consumers

4. the self-concept; specifically, the role of the interdependent and independent self-concept in consumer behaviour

Write up the research proposal. Your research proposal should consist of four parts: 1) an introduction; 2) a literature review; 3) a proposed method; and 4) a conclusion. The introduction should outline your new research idea, specify your specific research question, and highlight the relevance of the research idea. What is the practical application, that is, what practical problem does your research address? How will policy makers and/or marketeers benefit from the knowledge that your research would generate? The literature review should provide an overview and summary of the relevant research that has been conducted on the topic already. This review should supplement the introduction in that it illustrates the theoretical contribution of your research idea. What is novel about your research idea? What gap in the literature does it address? Your proposed method section outlines how you propose to carry out your research. It should detail what type of data you are planning to collect from whom and how you are planning to collect the data. Your proposed method section should also briefly detail the possible ethical issues of your research. Your conclusion summarizes your research idea and highlights the possible contributions of your research idea (if you were successful in obtaining the funding and carried out the research as planned).

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