week 2

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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

 
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