Select an article from one of the following journals which are available in the ESC Online Library:

Journal of Advertising

Journal of Advertising Research

Journal of Consumer Marketing

Journal of Consumer Research

Journal of Marketing

Journal of Marketing Research

Journal of Retailing

The article you select must report a study related to the concepts we have studied thus far in Consumer Behavior and MUST come from one of the journals listed above. (If you submit an article from a journal that is not in the list above, you will receive no credit.)

For the article review, you need to include each of the following sections:

Complete Bibliographical entry - Use a complete bibliographical format that conforms to either APA, MLA or Chicago standards. Do NOT design your own!

Description of the basic purpose/focus of the article and the research question addressed - Concisely describe the purpose or goal of the research, including the primary research questions posed by the authors, the primary variables under discussion, and why the authors believed this research is important.

Description of the procedure used - Provide a clear overview of the methods used in the research, such as interviews, surveys, etc. Also include the number or respondents and the types of analysis (including statistical analysis) that was involved.

Conclusions- State clearly he conclusions drwn by the authors and what, if any, limitations or provisios the authors included.

Analysis of the findings - Analyze this article, identifying any areas that seem questionable and providing reasons based on the concepts we have studied thus far.

Analysis of the value of the research - Analyze the value of this research and how this research adds to the knowledge that is helpful in developing marketing strategy. (Answer the question: so what?)