Research Paper

The purpose of the Final Paper is to assemble learning achieved into a scholarly presentation demonstrating your understanding and application of knowledge in the area of consumer behavior.

Sources of information for your paper include reading assignments, discussions, thoughtful interchange of ideas with your colleagues, and original research. The purpose of this research is to learn something new of interest.

Focus of the Research Paper:

Consumer needs and wants are what drive marketers to succeed in selling their products or services through a variety of methods.

Describe the process from consumer need through purchase behavior. Then, discuss how each of the following items impacts the process of decision making. For each item, support your discussion with a personal example when purchasing a product or service.

1. the type of decision in the decision-making process i.e. high involvement versus low involvement;

2. motivation and values;

3. the power of attitudes;

4. the type of message;

5. issues related to purchase and post purchase activities and;

6. the family and culture.

Your paper must be eight- to ten-double spaced pages (not including the title and reference pages) and must follow APA formatting as outlined in the Ashford Writing Center. You must use at least five scholarly sources in addition to the textbook.