Assignment: Motivation Motivation, personality, and perception are all tied to consumer behavior in various ways, such as brand personality, emotional motives, and perceptual mapping. For this assignment, choose two of the three topics listed below, and find a scholarly journal article (peer reviewed) from the Ashford University Library for each. a. Motivation and Consumer Behavior b. Personality and Consumer Behavior c. Perception and Consumer Behavior Write a two page summary for each article (four pages total for the assignment), and show how it applies to the learning from the chapter(s), integrating and applying the concepts as they relate to consumer behavior and marketing. Be sure to include a properly formatted Reference, using APA style. Two pages is the minimum for each summary and it is perfectly acceptable to have more. Databases such as EBSCOhost, Academic Search Premier, Business Source Elite, ProQuest, and even psychology databases such as PsycArticles and others are good starting points. Grading Criteria Motivation 6 points Content Criteria Weight The written assignment provides a summary for Article #1 (must be from the Ashford University Library) on one of the three topics listed below: a. Motivation and Consumer Behavior b. Personality and Consumer Behavior c. Perception and Consumer Behavior 1.25 The written assignment provides a summary for Article #2 (must be from the Ashford University Library) on one of the three topics listed below (different from Article #1): a. Motivation and Consumer Behavior b. Personality and Consumer Behavior c. Perception and Consumer Behavior 1.25 The written assignment discusses how Article #1 (from the Ashford University Library) applies to the learning from the chapter(s), integrating and applying the concepts as they relate to consumer behavior and marketing. 1 The written assignment discusses how Article #2 (from the Ashford University Library) applies to the learning from the chapter(s), integrating and applying the concepts as they relate to consumer behavior and marketing. 1 Writing Skills The written assignment demonstrates correct grammar, spelling, and punctuation and is written in accordance with APA style as outlined in the Ashford Writing Center. .5 Style Criteria The summary article #1 is at least two pages in length. .5 The summary article #2 is at least two pages in length. .5

Utilizing the REQUIRED text:Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10thed.). Upper Saddle River, NJ: Pearson. Answer BOTH 1 & 2: 1. Attitude Formation and Change: “Dueling Brands”  Based on your personal preference for personal computing operating system  (Mac or PC) view the respective ad (links provided below) that is  attempting to alter the attitude of the product you prefer.  'Get a Mac' ad campaign  'I am a PC'  ad campaign  a. How does the advertisement attempt to change your  attitude of the other product? b. How does the advertisement attempt to change your  attitude of your preferred product? c. Using the “Tricomponent Theory of Attitude”, analyze  the ad for its cognitive, affective, and conative components. d. What, if anything, could the competing brand do to  better influence you to switch to the other platform? e. Make sure to reference at least two strategies of  attitude change described in the text.    2. Consumer Learning  Think about the last time you purchased the products listed below. Select  two of the items and decide which model(s) of consumer learning theory  (behavioral learning, cognitive learning, and passive learning) affected  your decision to buy. It is possible that one or more learning theories  affected your decision to buy.  Which of the following best explains your experience in your consumption  behavior?  a. Laptop b. Smartphone  c. Jeans at a department store d. Box of cereal

Dependency Please tell me more about American Airlines and Comcast beyond both serving American's. Go a little further. I like this, "This shows that the two companies greatly rely on people for their existence; in addition to offering their services in the United States, they also offer their services on the international scale." But - what other areas do you notice? Also you said, "Through the product life cycle, the businesses are able to innovate a product that is likely to meet the customers’ demands; therefore, enabling the businesses to make profits from the new product.  Through this theory, the firms will be able to conceive an idea of a new product." How? More than your following......what happens throughout the life cycle? Why is this so important to firms? Very good as far as you've taken this discussion - keep going. Ecology and Cascades You stated, "Through this theory, businesses can learn how to survive in competitive environments, through analyzing their competitors and imitating their activities thus being in a position to compete against them." What would you look at as a marketer, to compete with competitors - what they offer or what they don't offer? Which do you believe is more important and why?