Part 1

Objective

The purpose of this assignment is to develop learners’ ability to relate their experience to some consumer behaviour concepts and knowledge.

Requirements

Think of a situation where you are motivated to take a certain action, for example, to pursue your Bachelor’s degree, to get married, to invest in a business, to purchase an expensive product such as a house, a car, a travel package etc. 

To answer the assignment questions, learners must apply the knowledge and concepts of consumer behaviour learned from this course. Learners are also advised to refer to the Consumer Behavior textbooks available in the market or in the library in addition to the Consumer Behavior module that has been provided.

Read the topic on motivation and the theories of motivation.  Basically, motivation is a process that influences needs and wants, and individuals will act to achieve their targeted goals.  In relation to the theory of motivation and the motivation process model,

1. Discuss your unfulfilled needs and wants that put you in a state of tension.
2. What are the internal (within yourself) and external (outside yourself) factors that motivate you to take action to fulfil your needs and wants?
3. What are the goals that you are trying to achieve and what do you do to achieve those targeted goals? Once you have fulfilled those goals, do you still have other needs?
4. Explain a motivation theory that relates to your situation.

   
Part II

Online Class Engagement

Discuss the following topic(s) in the forum and submit proof of your participation in the online discussions:

1. Explain the process of perception.
2. How are attitudes formed?
3. What is personality? Compare and contrast Freudian and Neo-Freudian theories of personality. 
4. Explain behavioural and cognitive learning theories.
5. What do you understand by low-involvement and high-involvement purchases?