1. Describe: Define cognition and affect as related to consumer perception and behavior.

2. Assess: Are consumers really in control of their own decisions? How are marketers using cognition and affect to influence consumers?

3. Analyze: Select a brand, then describe its schema, a likely exemplar, and characteristics of a possible prototype. As a marketer working to build a strong brand, think about the exemplar, and prototype... how could you utilize identity loyalty to effectively appeal to Gen Z?