Professional Documents
Culture Documents
Questions for Case : McDonalds: Build your own burger- Social co-creation as
recipe for success
1. Define involvement theory. How does the involvement state influence
consumers purchase decisions? Explain this in terms of the case.
2. How did regular consumers with low emotional involvement create a dilemma
for McDonalds? What strategies were used to address this?
3. What influences consumer spending? Explain your response by referring to
two internal and two external influences and specific examples from the case
The Case Study should be written in 12-point font with 1.5 line
spacing and 3cm margins. Headings 12-14 Pt Arial or Tahoma style
bold. Pages will be numbered. The word limit excludes title page,
contents page, reference list and appendices.
CHECKLIST- Please print , tick the box and attach at the end
of your report
Five external academic references from appropriate journal
articles to back up your argument using Harvard referencing
style (see RMIT website for details) DO NOT REFERENCE
THE COURSE TEXT
Word Count
Fail
Pass
Credit
Distinction
High
Distinction
50-55
56-60
60-65
66-70
70-75
80
80-85
86+
76-