Identify a real-world consumer behaviour question that intrigues you

• personal interest (e.g., "Why do I eat so much ice cream?"),
• interest to managers or to a specific company or industry (e.g., "How breast cancer research became such a fundraising success?")
• interest to consumers or to consumer welfare in general (e.g., "How can we get people to exercise more?"; "Why is (or was?) Justin Beiber so popular?").

After Identifying the real-world consumer behaviour question

• Give specific examples of what exactly the behaviour is, when it happens, how often, etc.
• Explain why it is important for managers/consumers/you to understand this behaviour
• Use the concepts and tools you've learned to provide an answer to the question

Use the concepts and tools you've learned to provide an answer to the question

• Identify the aspects of consumer behaviour that best answer your questionthere may be more than one
• Please don't apply everything we talk about in class (e.g., I eat a lot of ice cream because of needs, exposure, learning, attitudes, word of mouth, and social norms); be specific.

Identify 2-3 critical explanations for the behaviour

• Discuss which you think is most important, and which of your explanations might apply under different circumstances (e.g., Do I eat ice cream more when I'm sad or when I'm happy? When I'm with other people or alone?)
• Provide some recommendations to yourself, managers, or other consumers about how to manage this behaviourfor better or for worse (e.g., How can I eat less ice cream? OR How can I eat more ice cream?).