Select any consumer behavior concept for your topic. Examples of such concepts are: consumer vulnerability, trust, brand personality, self-efficacy, etc. Search a number of publications that reference the concept you are studying.

Marketing Question

For this assignment, select any consumer behavior concept for your topic. Examples of such concepts are: consumer vulnerability, trust, brand personality, self-efficacy, etc. Search a number of publications that reference the concept you are studying. Note definitions that are given. Also, study the ways in which the concept is measured (operationally defined). Note consistencies and differences in the ways the concept is presented and defined. Your report should table your findings and reference them. Provide your own descriptions of the concept, based on what you have learned

it is a systematic extended essay that integrates what is known in the literature about the concept, ie., variable definitions, measurement scales, research applications, etc. Your essay shows a comprehensive and thorough knowledge of the concept5 pages single spaced