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Consumer Behavior Article Review

Using the Excelsior College Library , locate a current article that discusses marketing challenges, issues, or strategies related to a consumer product or service. The article should highlight how marketing is being used to respond to consumer behavior. Use an appropriate source (ex. Fortune, Business Week, The Wall Street Journal) to identify a current article (published within the last 5 years) that considers how consumers gather data and formulate decisions that ultimately guide their behavior.


Write a brief overview of this article, then respond to the following items:

identify key marketing challenge(s) and relate them to specific consumer behavior issues discussed in this module;
describe consumer behaviors in this particular situation, and discuss other, related consumer behaviors that may also be present in real-world situations;
propose marketing recommendation(s) and strategies; and
list some pros and cons of your proposed strategies.

The written article review should be about 1-2 pages and follow APA formatting (link to APA tip sheet). The paper should highlight the article’s main points, summarize consumer behavior issues, and offer some further strategies.