1. What does the term 'consumer behavior' refer to and why is it important to advertisers?

2. Which consumer behavior process presents the greatest challenge to advertisers? Why? Motivation refers to the underlying forces or motives that contribute to our actions. These motives stem from the conscious or unconscious goal of satisfying our needs and wants.

3. What is the difference between 'wants and needs'? Persuasion is a term often associated with advertisers.

4. Post what you feel is the difference between the central route and the peripheral route to persuasion?