This assignment will ask you to reflect upon how you selected your concentration, when you did, why you did, what was the process, etc. And, all should be done within the consumer behavior "lens."
Please turn in assignment in typed paper form.
1. What is your concentration? ANSWER: marketing
2. What year are you in currently? Freshman, sophomore, junior, senior, graduate student?ANSWER senior
3. When did you choose your concentration? Please answer this relative to your stages of education. For example, you might say:
• Senior year of high school
• Freshman year or sophomore year or junior year or senior year
• I started at junior college and selected marketing just before I transferred to Cal State Fullerton
• Etc.
ANSWER: I CHOOSE IT SINCE HIGH SCHOOL BECAUSE I LIKE IT >>ETC
4. What are the steps you went through as you made your decision to select your concentration? Your answer should refer to the decision making process detailed in chapters 12-14. Specifically, include need recognition, internal search, external search, consideration set, evaluation of alternatives, how you assigned value - categorization, criteria, decision rules. Your experience at CSUF to date including consumption, value, satisfaction, and at least two of the following: expectancy/disconfirmation, equity theory, attribution theory, cognitive dissonance.
5. In all likelihood, your decision to select the concentration you did was driven by both utilitarian and hedonic needs.
a. Discuss the key drivers for the utilitarian value you sought.
b. Discuss the key drivers for the hedonic value you sought.
6. The Consumer Value Framework (chapter 2) includes Internal Influences and External Influences.
a. Discuss at least three Internal Influences from the CVF that drove your concentration selection and how they impacted and influenced your selection.
b. Discuss at least three External Influences from the CVF that drove your concentration selection and how they impacted and influenced your selection.