Assignment:
Q1. How does a discrepancy between the ideal state and the actual state affect consumer behavior?
Q2. What factors affect the inclusion of brands in the consideration set, and why would a company want its brand in the consideration set?
Q3. How does confirmation bias operate in internal and external searches for information?
Q4. What five broad groups of sources can consumers consult during external search?
Your answer must be, typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format and also include references.