Absolute Threshold

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Consumer Behavior – Spring 2013
Assignment 1 (10%)
Pick out 2 concepts each from chapters 2,3,4,5,7,8 (12 concepts total and present each concept in the following way: 1. State / Define the concept (you can directly quote from source/s – with proper citation of course) 2. Explain / Elaborate on the concept (with its theoretical background if stating a component of a broader theory) in your own words and how it has applications in or implications for marketers 3. Exemplify the concept with at least one proper example of its application in the Pakistani context 4. Illustrate the concept / example visually (through pictures, charts, tables, any relevant pictorial illustration) Some of the concepts you can cover include the following. There are many more concepts you can pick out from the book; you don’t have to stick to these only! Perceptual Maps

Sensory Thresholds
Hyper-reality
Gestalt Perspective
Interpretation
Subliminal Advertising
Nostalgia Marketing
Rehearsal
Chunking
Operant (Instrumental) Conditioning
Classical Conditioning
Stimulus Generalization
Masked Branding
Recirculation
Semantic Networks
Observational Learning
Maslow’s Hierarchy
Core Values
Needs
Conflicting needs
Involvement levels
Sensory branding
Cognitive Dissonance Theory
Self-concept
Ideals of Beauty
Extended Self

Report Guidelines:
I will grade your reports based on clarity of concepts, proper understanding of each concept in the marketing context, quality & relevance of examples & illustrations you present to support your understanding and overall presentation of the report. • Use ‘Times New Roman’ font in size ‘12’, 1.5 line spacing & 1 inch page margins on all sides. • Proofread your report carefully before submitting.

• Every report should have a cover page & a references page. • Also, remember, use in-text citation (either by simple numbering or using APA format) for all your sources! • Do not assume that the reader already understands the...
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