Consumer Behavior

  The assignment will enable you to understand how consumer behavior theory can be used in a range of marketing strategies; such as (1) the segmentation of consumers, and (2) constructing appropriate messages to the target market. The assignment will require you to apply detailed analysis about the following psychological aspects of consumers: (i) learning theory and apply these theories / models to message appeals or segmentation. In essence, you will need to draw upon the knowledge of consumer behavior theories, concepts and models that you have acquired from the lectures/seminars and the self-study weekly readings.   By the end of this assignment you should have developed a detailed, complex, and theoretically understanding of how marketers utilize consumer behavior theory to market their products.     You are required to look at products from two different categories. One of these product categories should be low involvement (for the low involvement product use Pringleshttp://www.equinoxx.info/2013/12/pecan-pie-pringles.html) & the other product category should be high involvement (for the high involvement use the BMW DNA add https://www.adsoftheworld.com/media/print/bmw_dna_1).   Find print advertisements for the products in the two categories and evaluate them using:

• Learning theory; you are expected to use (1) stimulus-response models such as classical conditioning; instrumental conditioning and (2) cognitive learning theory to illustrate how learning theory underpins communication & branding theory.