Nike and the Sweatshop Scandal

Nike and the Sweatshop Scandal

Read the case brief on Nike and the Sweatshop Scandal carefully. SILO 1 and 2 are examined here. Drawing on the concepts, frameworks, and theoretical perspectives covered in class, respond to the following applied questions. You are expected to demonstrate critical thinking by analysing the situation, applying relevant theory appropriately, and presenting well-reasoned arguments. Avoid merely defining concepts; instead, focus on how the theories inform your analysis of the case.

Begin by identifying the central issue in the question, then apply the most relevant theoretical lens to analyse it. Focus on building a strong argument rather than listing facts. Use examples from the case to support your reasoning and critically evaluate the effectiveness or implications of Nike’s actions. Your answers should show depth of thought, logical structure, and a clear position supported by justification. Aim to integrate theory with practice, challenge assumptions where appropriate, and consider multiple perspectives to strengthen your evaluation. Answers that show strong application of theory, critical insight, and clear justification will be awarded higher marks.

 

Question 1

You need to understand Motivation, Ability, and Opportunity in the context of consumer behaviour and how it influences consumer attention, decision-making, or product choice.

Application (10 marks) – 400 words

1. Despite their drawback of the sweatshop controversy, discuss how Nike aims to target consumers’ motivation, their abilities, and opportunities in its marketing today (e.g., via ads, pricing, packaging, user experience). (5 marks)

1. Comment briefly on the effectiveness of these efforts and suggest one improvement. (5 marks)

 

Question 2

You need to understand how memory and knowledge are central to how consumers interpret marketing messages, form brand preferences, and make purchase decisions. Based on Hoyer et al.’s Consumer Behavior framework, this task explores how different types of memory and consumer knowledge affect behaviour and how marketers leverage this in practice.

Application (10 marks Total) – 400 words

1. Choose one brand or advertising campaign (for Nike e.g. “Just Do It” or any advertisement of Nike). Please provide a video link or picture of the advertisement

1. Analyse how the Nike uses strategies to:
   • Enhance memory retention (e.g., jingles, slogans, repetition, storytelling)
   • Leverage consumer knowledge or schemas to build stronger brand associations (5 marks)
2. Despite their drawback of the sweatshop controversy, briefly comment on the effectiveness of the strategy and suggest one improvement. (5 marks)

 

Question 3

Consumers form attitudes through both high-effort (central processing) and low-effort (peripheral processing) pathways. These attitudes influence how consumers evaluate brands, respond to advertisements, and make purchase decisions. This assessment explores the formation of consumer attitudes through these different levels of cognitive effort, as discussed by Hoyer et al. (2024).

Application (10 marks Total) – 400 words

1. Choose one brand or advertising campaign (for Nike e.g. “Just Do It” or any advertisement of Nike). It can be the same one as above or please provide a video link or picture of the advertisement

 

1. Analyse how the Nike appeals to consumers using either or both of these routes:

1. • High-effort strategies (e.g., detailed product information, logical arguments)
   • Low-effort strategies (e.g., humour, attractive visuals, celebrity endorsements) (5 marks)

1. Evaluate the effectiveness of the attitude strategy and suggest the high effort and the low effort improvement. (5 marks)

 

Solution for Nike and the Sweatshop Scandal

Nike and the Sweatshop Scandal

Question 1

(a) Motivation, Ability, and Opportunity

Motivation

Nike drives consumer motivation by aligning its brand with empowerment, achievement, and self-expression. Through inspirational advertising campaigns like “Just Do It”, Nike taps into intrinsic desires for success and resilience. The use of athletes and influencers creates aspirational role models, motivating consumers to associate their own identity and goals with Nike products (NEO2 Magazine, 2025). Emotional appeals, motivational slogans, and storytelling foster a sense of belonging to a global movement that extends beyond sports into lifestyle and personal growth.

Ability

Nike enhances consumer ability by ensuring its products are perceived as user-friendly, accessible, and high-performing. Product innovations, such as lightweight materials, ergonomic designs, and advanced cushioning, help consumers perform

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