9. Student Evaluation: Individual Assignment – Consumer Behaviour This individual assignment requires you to conduct consumer research investigations in the field. In essence, you are invited to apply the concepts discussed in the classroom in practice. The assignment includes three different topics: 1) The hierarchical models in marketing attempt to capture how consumers respond to marketing stimuli. Referring to your personal experience, discuss how exposure to a specific marketing stimulus (e.g. advertisement) has contributed to a behavioural outcome (e.g. action and post-purchase behaviour). Discuss your own example using the sequential model of marketing outline in your textbook (Evans et al., 2009). 2) The second question is designed to show your understanding of the various aspects of needs fulfilment. Find and attach two advertisements that appeal to each level of Maslow’s hierarchy (physiological, safety, social, esteem, cognitive, aesthetic and self-actualization). For each ad: a) Describe why the ad appeals to that particular level of the hierarchy b) Speculate why the firm decided to appeal to that level (Document the source of each advertisement. Include in your written analysis the name of each publication, page number, and its publication date.) 3) Professional retail analysts often hire consulting firms to conduct studies that investigate how consumers act and move in store settings. Visit a supermarket and pick out 2 products. Identify how each product appeals to the five senses. To what extent do any of them appear to be strategically designed to appeal to the five senses? Relate your discussion to material covered in chapter 2. Find relevant literature discussing the effects of product size or colour, music, noise level, taste, smell, or touch on consumer behaviour. Relate these articles to your findings. Your assignment should be presented in an essay form. The length of the assignment should be approximately 3,500 excluding references. Please use 12 Times New Roman font throughout the text. Please use relevant academic literature to justify, enhance and strengthen your arguments in all three questions.