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a) Explain the `evoked set`. Why is it difficult to place a product in a consumer`s evoked set after it has already been rejected? What strategies might a marketer use in an attempt to accomplish this goal.
b) Identify three patterns of reinforcement (positive, negative & punishment) and provide examples of how each is used in a marketing context. Illustrate your answer with a range of examples.
Underpin your essay with a range of academic sources (at least 10 which should include academic journals)
Structure & Presentation
Evidence of wide source of research material
Evidence of theoretical underpinning
Application of theoretical concepts