Consumer Behavior

Examine the DDB data in Tables 1B through 7B. What characterizes someone who wants to look a little different from others?  Which factors contribute most? Which of McGuire’s motives does this most relate to and what are the marketing implications of your findings?
Some people feel (and act) more self-confident than others. Based on the DDB data (Tables 1B through 7B), what factors are most characteristic of highly confident individuals?  Which of the Big Five personality dimension does self-confidence relate most to and what are the marketing implications of your findings?
Using the questions provided, please write a 2-3 page report (in essay format) detailing your analysis of the case. Use the following format:

Double-spaced Microsoft Word document using 1 inch left and right margins.
Formatted following APA formatting rules.
Integrate Consumer behavior theory from the textbook and other sources.
Provide a reference page and in-text citations.
Enter page numbers on all pages, including the first page.
Spell check and proofread your report

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