Individual Assignment
Consumer Behavior- Prof. Pierrick Harant
10/05/2021
UIBS-1755
Rahil K Mehta
What is John’s learning style? (25% of the grade)
When looking at Kolb’s learning cycle, it can be said that John’s learning style is
accommodating, with his hands-on approach instead of doing the logical thing, being
reading the instructions, he falls into this category perfectly. John found himself feeling out
the parts and trying to figure out how to assemble his wardrobe instead of using the
manual, thus proving that he followed his gut. John can be called an activist and more
generically as someone who learns visually, and preferred putting together the wardrobe as
a puzzle instead of the instruction manual provided by the manufacturer.
Which elements make him have a bad customer experience? (25% of the grade)
His bad customer experience stemmed from the fact that the assembly of his wardrobe took
him nearly 2 hours and that AEKI never mentioned how long it would take to assemble, thus
there was a lack of clarity. Secondly, the instruction manual being complex and long, and
once again, unclear. The sizes of the nails featured on the instruction manual were difficult
to distinguish. In a word, the word that describes the bad customer experience, is unclear. A
lack of clarity can lead to a confusion and a sort of resentment of buying the product from
this company, and as a result the customer experience can be construed as bad.
What could AEKI do to improve it? (25% of the grade)
AEKI could look into offering instructional step by step videos, thus people have an easier
time to assemble their furniture by following along a video instead of having people trying
to figure it out by some vague pictures on a long and unclear instruction manual. Secondly,
they could make the assembly process simpler. Since the business model of AEKI
emphasizes consumers putting together the products by themselves, perhaps a more
interactive environment would be helpful, potentially by calling a phone number where they
can either give feedback or ask for verbal instructions by an expert.
Which cognitive biases can you identify in John’s wife story? (25% of the grade)
Immediately, a status quo bias can be identified, by John’s wife buying a baby boy a set of
cars, which has been the generic gift for a young boy as opposed to a young girl being given
a barbie doll. Secondly, the status quo bias is noticed in the color discussion, as blue is
always noted as a boy’s color and purple is often grouped with pink and thus is noted as a
girl color. Secondly, there is an element of social pressure, this can be identified with the
final statement, “like father, like son” Society has always been such a way where colors are
assigned to genders as well as certain toys and games too. Social pressure here would refer
to going against what is set in stone by the society, that states blue is a boy’s color and
purple is “girly”. When looking at the cars bought for the nephew, there is also an element
of preference for familiarity, where a car is something that a 5 year old boy for sure will
love.