Consumer behavior and related decision making is of interest to both researchers and those who are engaged in crafting an organization’s marketing strategy. A number of theoretical approaches have been adopted in the study of the decision making process.  Each of these theoretical approaches draw on differing traditions in the field of psychology. With five approaches emerging, each of these theoretical approaches posits alternate models of man, and emphasizes the need to examine quite different variables.  Please choose one of the following five theoretical approaches or one of the two practical approaches as the main topic of your final paper:

Theoretical Approaches:

  1. Economic Man
  2. Psychodynamic Approach to Consumer Behavior
  3. Behaviorist Approach to Consumer Behavior
  4. Cognitive Approach to Consumer Behavior
  5. Humanistic Approach to Consumer Behavior

Practical Approaches:

  1. Forces Influencing Consumer Behavior
  2. Consumer Purchase Decision Making Process

After choosing the topic for your Research Project, you will complete the Research Project: Annotated Bibliography assignment using the Research Project: Annotated Bibliography Template provided in the assignment. This assignment must be used as a springboard in your research for your project. It may also be used to begin to explore ideas or concepts you find interesting within the realm of the topics covered in this course. A minimum of 10 scholarly journal articles from peer-reviewed journals addressing your topic. All references must be less than 10 years old. Ensure that the document follows proper APA formatting. When using the provided Research Project: Annotated Bibliography Template, delete current material and replace it with your own material. Refer to the Annotated Bibliography Grading Rubric for additional project insights.

Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.

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