This assignment will ask you to reflect upon how you selected your concentration, when you did it, why you did it, what the process was, etc. And, all should be done within the consumer behavior lens.1 1. What is your concentration?

2. When did you choose your concentration? Please answer this relative to your stages of education.

3. What are the steps you went through as you made your decision to select your concentration? Specifically, include need recognition, internal search, external search, consideration set, evaluation of alternatives, how you assigned the value categorization, criteria, and decision rules. Your experience includes consumption, value, satisfaction, and at least two of the following: expectancy/disconfirmation, equity theory, attribution theory, and cognitive dissonance.

5. In all likelihood, your decision to select the concentration you did was driven by both utilitarian and hedonic needs. a. Discuss the key drivers for the utilitarian value you sought. b. Discuss the key drivers for the hedonic value you sought.

6. Consumers make decisions based on: Internal Influences, Consumer Psychology: Learning, Perception, Implicit Memory, Information Processing, Memory, Categorization, Attitudes. The personality of Consumer: Motivation, Personal Values, Personality, Lifestyles, Emotional expressiveness External Influences, Social environment: Acculturation/Enculturation, Culture and Cultural values, reference Groups and Peer Influence, Social Class, Family Influence Situational Influences: Atmospherics, Time/Timing, Conditions The Consumption Process: Needs, Wants, Exchange, Costs and Benefits, Reactions

a. Discuss at least three Internal Influences from the CVF that drove your concentration selection and how they impacted and influenced your selection.

b. Discuss at least three External Influences from the CVF that drove your concentration selection and how they impacted and influenced your selection.