INSTRUCTIONS:

All submissions will be checked for plagiarism.

Answer the following questions in approximately 250 words each. It is okay to go over but not by too much (see point # 3 below)

These are not general discussions; they are based on specific topics from different chapters and no external references are required. Answers should be in your own words based on your understanding of the content covered during the course. There may be various perspectives that address the concepts in these questions, but this course is about consumer behavior. External references are discouraged because you may miss the more critical/core concepts as applied to marketing that we have covered in this course, which I expect you to address, rather than provide general descriptions. The answers to these questions are in the textbook chapters and the lectures.

Related to the above: the topic is bolded in each question. Please don't summarize an entire chapter, hoping the answer is somewhere in there; you need to be specific.

Use formal language and marketing terms in your response.

Your responses should be in ONE document in MS Word format. If you use a different operating system, you can convert it to pdf, but no other formats will be accepted.

QUESTIONS:

1. Explain the two behavioral learning theories discussed in this course. How can the principles behind these theories be applied to the development of marketing strategies?

2. What is motivation, and why is it important in the study of consumer behavior? Can motives be measured, and if so, how?

3. How is trait theory different from Freudian and Neo-Freudian theories of personality? Name and describe four specific personality traits that may be of interest to marketers and why.

4. How do consumers select what stimuli they will perceive? How do they organize this information?