1. As weve learned in Chapter 1, Consumer Behavior is the set of value-seeking activities that take place as people go about addressing and attempting to address real needs. In other words, when a consumer is motivated by a need, a process kicks in as the customer sets out to find ways to fill this need. Describe the consumer behavior process with an example of a utilitarian and hedonic product you recently purchased.

2. Understandably, as outlined in Chapter 3, our Perception plays a significant role in consumer behavior. That said, a first step for a marketer is gaining the consumers attention. Give an example of an advertisement that caught your attention (provide a picture or link to the advertisement, if available). Which aspect of the advertisement attracted your attention? How might the ad influence consumer behavior?