“The Millionaire Next Door” ; “Buying, Having, Being” by Solomon

The Millionaire Next Door” ; “Buying, Having, Being

Assignment: The following assignment relates to “The Millionaire Next Door” and your

consumer behavior ebook “Buying, Having, Being” by Solomon.

Purpose: The intent of the assignment/project is for you to: (1) demonstrate recognition

of the applicability of consumer behavior concepts and theories to real world scenarios

and/or circumstances and (2) highlight your ability to build sound arguments. In addition,

the project serves to meet the following course objectives as outlined in the course

syllabus:. 1a) Our students will evaluate business problems and formulate plausible solutions consistent with theory and practice. 1d) Our students will produce professional quality business documents.

Format: Times New Roman 12-point font double-spaced 1.00-1.25 inch margins. Also,

pay attention to grammar and spelling-points will be deducted for these mistakes.

In responding to each question your answers should be well thought out and insightful.

Submissions will be graded based on the applicability of the theory or concept as well the

strength of supporting arguments. The page limitation set for each question will help you

focus your thoughts in responding so as to eliminate all of the extra “stuff”.  Please note:  Do not exceed the stated page limit for each question.  Responses exceeding the page limit will not be graded.  In other words, for example, if there is a 2-page limit and 3 pages are submitted only the first two pages will be considered for grading.

In answering your questions, information regarding the specific concept or theory referenced should be included (i.e. concept of theory name and page number from text).

If there are any questions please do not hesitate to contact/see me with your questions.  

Chapter 5- Page limit: 2

  1. The consumer behavior textbook (Solomon) discusses consumer attitudes toward

luxury and money personalities. (a) What is Lamar and Mary’s attitude toward luxury

and money personality? (b) Which lifestyle category would you say that Lamar and

Mary fit into? Why?

  1. Based on the description of Lamar and Mary, what consumer behavior phenomenon, as

discussed in the text (Solomon), do they illustrate? Why might this be the case? Explain.

  1. As you see it, what are the risks associated with providing economic outpatient care?

In other words, what are the potential effects of EOC on the receivers’ consumption

habits (positive and/or negative). This answer should be connected to consumer behavior

textbook (characteristics). In terms of consumption habits how do those on EOC differ

from those not on EOC.

Chapter 6- Page limit: 2

  1. How does the description of the distribution of wealth either contradict or

coincide with what the consumer behavior textbook (Solomon) says about the

trend of how seniors spend their money?

  1. What consumer behavior concepts (Solomon) can be used to explain the

difference in the way affluent parents distribute their wealth between sons and


  1. In what ways do you think that the “rules for affluent parents and productive

children” affect children’s consumption behavior and values over time (i.e. short

and long-term)

Chapter 7- Page limit: 1

Based on the premise of the book, if you were to create your own niche to become a

‘millionaire next door’ what would it be and why? Who would your target audience be?

(Be specific in describing your target audience: demographics, lifestyle etc.)

***TOTAL 5 PAGES, 2 PAGE FOR CHAPTER 5 AND 2 PAGES FOR CHAPTER 6 and 1 page for chapter


Grading Guidelines

90-100 points An excellent project. This project/presentation is very polished, superb and there is little room for improvement. The project: is well organized, an interesting read, provides insight about the topic

being addressed and draws conclusions that are very well supported. It also makes very good/several connection between the project and concepts covered in class. Arguments are very well supported.


80-89 points A good project (above average). The project is well written, thoughtful, fairly error free with few organizational problems. Good transitions. Neat/Clean. It also makes some (at least a few) connection between the project and concepts covered in class.


70-79 points A nice project (average). Nothing very striking.  Few errors but rather dry or superficial. Only the obvious is stated with no real insights. Basically only the guiding questions are answered. It makes only a couple of connections between the project and concepts covered in class.

60-69 points A poor project (below average). This is a poorly written, poorly

organized project. Again, only the obvious is stated with no insight or support for conclusions drawn. No connections made between the project and concepts covered in class.

59 or below Unsatisfactory. This paper of this nature seems to be thrown

together with little or no thought. No organization, poorly written,

no insight, no conclusions. No connections made between the project and concepts covered in class.