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You will keep a running journal of how each topic and subtopic relates to the product (Hulu). For some concepts, there will be more to discuss than others. You should describe how the concept or theory relates to your product and its marketing strategy. Where appropriate, include illustrations from commercials, advertising, social media, etc. Feel free to use additional information sources but be sure to include reference citations (footnote with the link will suffice). Topic 1 – Foundations of Consumer Behavior – Consumer Centricity – Creating Customer Value Topic 2 – Consumers in Their Social and Cultural Settings – The Influence of Culture and Subculture on Consumer Behavior – Group Influences and Social Media Topic 3 – Internal Influences on Consumer Behavior – Consumer Motivation and Personality – Consumer Perception – Consumer Learning – Consumer Attitude Formation and Change Topic 4 – Communications and Consumer Behavior – Persuading Consumers – From Traditional Media to Social and Mobile Media – Reference Groups and Word-of-Mouth Communication Topic 5 – Consumer Decision Making – Consumer Decision Making and Diffusion of Innovations – Consumer Behavior and Ethics/Social Responsibility


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