1. Read: E-textbook – Consumer Behavior: Buying, Having, Being, 13E Chapter 4:

1. Read: E-textbook – Consumer Behavior: Buying, Having, Being, 13E
Chapter 4: Learning and Memory (pp. 108–141)
Chapter 8: Attitudes and Persuasive Communications (pp. 274–312)
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2. Watch:
POSITIVE REINFORCEMENT – THE BIG BANG THEORY

THE DIFFERENCE BETWEEN CLASSICAL AND OPERANT CONDITIONING – PEGGY ANDOVER

ELABORATION LIKELIHOOD MODEL (ELM)

3. To prepare for this discussion, first find an example of an advertisement that uses operant/Instrumental learning techniques to encourage purchase. Identify the reinforcer and the reinforcement schedule.
Then, demonstrate your understanding of the elaboration likelihood model. Find an example of an advertisement that attempts to persuade using either your central route processing or your peripheral route processing. Explain how the ad works to achieve either a high or low level of elaboration on your part.
Finally, evaluate the effectiveness of these ads and share your analysis.
Maximum of 250 words in length.
Review the Discussion Rubric attached for more details on grading.