1) Analyze and describe the perceptions that you hold about each of these fast-food restaurants: Wendy's, McDonald's, Taco Bell, and Subway. In addition, explain how each of the five (5) sensory stimuli (sights, sounds, smells, tastes, and textures) influenced your perceptions for each of the four (4) restaurants. Conclude your response with one (1) suggestion on how any one (1) of the restaurant chains could improve consumer perceptions using sensory stimuli.(A 2-page response is required.)

2) Instrumental conditioning is essentially based on the human desire to attract pleasure and avoid pain. It functions by providing reinforcement to encourage or discourage some consumer response. Explain the meanings of positive reinforcement, negative reinforcement, and punishment. Provide one (1) example of each type of reinforcement that marketers use to promote or discourage consumer behavior. Which is most effective? Why do you think so?