Consumer Behavior 20

Question Description

1-An individual’s self-concept is comprised of several facets, includingidentities and self-esteem. Review the impact of self-concept onconsumer behavior in Chapter 6 of your textbook along with the conceptof brand personality in Chapter 7 of your textbook. Then, reflect on howyour purchasing decisions for a specific brand have been influenced byyour own self-concept and that brand’s personality, providing exampleswhere appropriate. Your journal entry should be at least 300 words inlength.

2-The most effective marketing campaignsleverage message appeals to communicate with the audience. Begin byreading Chapter 8 of your text along with the article How Market Researchers Uncover the “Why” of Consumer Behavior (Links to an external site.)Links to an external site..Then identify three advertisements and describe what types of messageappeals they use. Finally, explain how market research relates to thetype of message appeal used in each of the three advertisements and howthese types of message appeals influence consumer behavior. For eachadvertisement, provide a 150-200 word description.

Your initial post must be a minimum of 300 words and be supported byyour textbook and at least one professional or academic source. Yourpost must also be organized using APA style headings as outlined in theAshford Writing Center.

3- As described in your text, many factors influence us during the processof buying, using, and disposing. These include mood, level of pressurewe are feeling, and need for a given product. For this discussion,imagine you work for a local clothing retailer and have been asked tomake recommendations for increasing sales. Using the concepts fromChapter 10 of your textbook, provide at least three specificrecommendations: one to affect the consumer before purchase, one toaffect the consumer during the purchasing process, and one to affect theconsumer post-purchase. To improve the shopping experience, and explainhow you believe your recommendations would improve the consumer’sexperience both during purchase and post-purchase. Your initial postmust be a minimum of 300 words and be supported by your textbook. Yourpost must also be organized using APA style headings as outlined in theAshford Writing Center.


Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12th ed.). Retrieved from

  • This text is a Constellation™ course digital materials (CDM) title.
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