LibGuides: Economics: Microeconomics (Ecos 101) 2025: Library Essay Guide

Microeconomics (Ecos 101) 2025: Guide to Finding Information in the Library

Welcome! The purpose of this guide is to help Economics 101 students find resources for their assignments.

The Faculty Librarian at the Commerce Hub in the Library, Mrs Sue Rionda, is also there to help you.

Please make use of her services.

Econ 101 Essay 2025: Economic Analysis of Artificial Intelligence (AI)-Driven Personalisation in Shaping Consumer Behavior

Essay Question: Economic Analysis of Artificial Intelligence (AI)-Driven Personalisation in Shaping Consumer Behaviour

Electronic Copy: Must be submitted by 5pm via Ru-Connected using turn-in-it link provided.

Due Dates

24 March: Full first draft (constructive feedback must submit for DP)

25 April: Final Essay (to be graded)

Search for an electronic version of a short newspaper or popular press article that discusses the impact of AI-driven personalisation on consumer behavior within a specific industry in any country (e.g., e-commerce, streaming platforms, social media, etc.). The article or analysis of the article must have been published within the last 5 years. Refer to the Rhodes University Library Essay Guide to assist in finding credible sources.

Essay Question: Conduct an economic analysis of the selected article in the form of an essay, using microeconomic theory and diagrams (where applicable), to explain how AI-driven personalisation influences consumer behavior and its implications for the market and welfare.

Some guiding points includes;

Analyse how AI systems influence consumer preferences, utility, and choices using consumer choice theory.
Explore the impacts on demand patterns for products or services in the chosen industry (e.g., increased demand for certain goods, changes in elasticity).
Use data, where available, to illustrate effects such as price changes, spending behavior, or changes in consumer surplus over time.
Examine whether AI-driven personalisation leads to welfare-enhancing outcomes.
Consider behavioral economic principles like bounded rationality to critique AI's role in consumer decision-making.

NB// The article should not be older than 5 years.

FOR THIS ESSAY THE EXPECTED OUTCOME IS that the candidate demonstrates their ability

To apply economic theory in the analysis using economic theory;
To present a coherent argument using relevant credible sources, and adhere to the requirements of academic writing, which will be covered every Friday.

1. STRUCTURE OF YOUR ESSAY

Every essay should consist of the following parts:

Title page. [required] Choose your own title.
Abstract [required; to be placed on title page] (100 words)
Introduction
Discussion (body)
Conclusion
List of References [minimum of 7]

It must be typed using Times New Roman with font size 12.
Set line spacing to 1.15. Ensure there is proper paragraph spacing (1.15 consistent throughout).
Word Limit: Minimum is 1300 words and Maximum is 1500 words excluding the list of references.

Essay Writing Requirements for Economics Students

Searching for Information: Tips

Starting your Search

Before you begin searching for information, you should thoroughly understand the topic you are researching. Dictionaries and encyclopaedias are a good place to begin. Dictionaries provide definitions of unfamiliar terms, whilst encyclopaedias give more detailed explanations and overviews of topics.

Dictionaries and Encyclopedias are available in both print (Level 3 Commerce Reference Collection) and online – please see the Economics Subject Guide to learn more or ask your librarian!

Continuing Your Search

1. Identify Keywords/Search Terms

Once you have understood the topic, the first step in searching for information for your topic is identifying keywords/search terms. Library databases require you to enter keywords into the search box because entering an entire essay topic/question will not be as effective and may likely return poor or even no results at all. The keywords/search terms you use are critical in determining the relevance of the results that you will retrieve. Examples of the keywords/search terms you may use are:

"AI personalisation"

"AI-driven personalisation"

"consumer behaviour"

"retail industry"

"bounded rationality"

"consumer surplus"

2. Creating a Search Statement

To retrieve the most relevant search results, you will need to construct a search statement.

A search statement is a combination of the keywords/search terms that you enter into the search box of a database. You use Connecting Words to link the keywords/search terms. Connecting Words are AND, OR and NOT.

Connecting keywords/search terms & using phrases to improve your search:

AND: (e.g. supply AND demand) retrieves only results containing both terms.
OR: Searches for similar words and related terms. Note: the keywords must be in brackets. E.g.: (pric* OR cost) AND "South Africa"
Phrases: should be in quotation marks (e.g. “consumer behavio*r” retrieves the phrase consumer behaviour or consumer behavior)
Combining Phrases: (e.g. “AI systems” AND “consumer preference”) will retrieve articles which contain both phrases.

Use * to replace a letter or shorten a word to retrieve all versions of the word.

Eg. Wom*n = woman and women
Organi*ation = organisation and organization (SA/British or American spelling)
Pric* = price, prices and pricing

Search statement examples:

("AI driven personalisation" OR "AI personalisation") AND ("consumer behavio*r" OR "consumer preference*") AND "retail industry"

"AI system*" AND ("consumer behavio*r" OR "consumer preference*")

"demand pattern*" AND "AI Personalisation"

3. These Search Statements can be used to find appropriate textbook sources and articles on Search All as well as on relevant library databases and websites.

Read the HELP screens on each database to clarify how to best to construct your keyword search. Taking a few moments to read through the "how to search" instructions may save you hours of time and frustration.