Explain the importance of consumer learning theory.
Assignment 1 Introduction: Motivation is the process that prompts people to behave in specific ways. Motivation occurs when a need is recognized and a consumer wishes to satisfy the need. As a consumer, you experience tension and stress until you are able to find the right product to satisfy what you want. A problem occurs when you want to purchase for someone else and are unsure what products will satisfy which need area. This Assignment will let you experience the idea of purchasing for another person with various needs. Assignment 1: Purchase Decision Motivation and Learning Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it. You are motivated differently when buying for others versus yourself. Use the following template format to respond to the Assignment: Unit 4 Assignment 1 — Motivation and Risk You have good friend whose birthday is coming up. You want to get them a memorable present but are unsure of how to make up your mind on what to get for them. Consider the concept of getting four (4) presents based on the following, which can be easily remembered as North, South, East, and West. West — Want Something they want – a new wallet North — Need Something they may need – a new purse South — Special Something special – necklace East — Else Something else – shoe to match the new purse • Find four (4) products for that special person. • Briefly describe the product you would choose for each category and the differences in the choices in purchases between someone you know well and someone else. • Add some justification/reasoning why you made that decision (using a minimum of 65 words for each gift). • Explain how you learned to make the decisions and state if the purchase process influenced your behavioral or cognitive learning for future purchases. • Use terms from Chapters 4 and 5 in the text to support your reasoning and the chart on page 168 of your text to include a purchase risk for each item. Solomon, M. R. Consumer Behavior. [Purdue University Global Bookshelf]. Retrieved from https://purdueuniversityglobal.vitalsource.com/#/books/9780134130286/
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