Assignment 3 Instructions

Part 1 covers chapters 5 and 6 and part 2 covers chapters 7 and 8. In your answer, please identify the question (Question #), then copy and paste the question itself. Following that, provide your answer. Answer every question thoroughly. Cut and paste answers from the textbook or any other source are not acceptable. Phrase the answer in your own words. That excludes marketing and social psychological concepts. Also, if a question asks you to provide an example do not skip that part. To answer the questions in this assignment, use the course textbook only.

(Assignment 3 Part 1)

1. a. Define learning.

b. Describe each element of consumer learning.

c. Explain how each of these elements affects learning.

2. a. Explain behavioral learning.

b. Explain classical conditioning and the relationship between all elements of the model, from

the start to the end of the process. Apply it to a marketing example.

3. Explain instrumental conditioning and the concepts of reinforcement and extinction.

4. Explain observational learning

5. Explain information processing including sensory input, rehearsal, short-term and long-term

store, encoding, chunking, retrieval, and information overload.

6. Define attitude

7. How attitude forms? Explain and give an example of how each of information, experience,

personality, and situation affect buyer attitude.

8. Explain the tri-component attitude model. Do not just name the components. Give a full

explanation of how they relate to each other and how they affect buying decision.

9. Attitude change: present three methods, with examples, by which a marketer can change

buyer attitude. In each method explain what the method tries to achieve, and in what

circumstance it meant to be used.

10. Describe in detail a time when you acquired an attitude about a product due to advertising.