1. Assess the key academic literature within the field of consumer behaviour.2. 2. Apply socio-cognitive and affective and behaviour model including double jeopardy, duplication or purchase law and Dirichlet theory.3. Evaluate the strategic and tactical implementation and associate with alternative consumer behaviour theory.Students need to address the implications of the practical exercise. The first part of this assignment students are expected to complete the exercise/ case and answers questions set out in the exercise. Task :find two print or TV ads ,one illustrate the use of the affective theory (approach or model )to influence consumer behaviour and other cognitive ,behavioural or any other approach .discuss the two ads (!.Compare and contrast /positive and negative aspect) and address the following questions (1) what is the underlying theory in each of the ads? Explain your rationale supported by literature (2) in your views, why has each marketer taken the approach in each of these ads? (3) What are objectives in each of the ads? (4) Which of the approaches seems to the work better according to your view? Why? (5) What marketing tactics has been used in the ads to influence the consumer attitudes, perceptions, behaviour? (6) prepare a profile of the segment the ads is supposed to the targeting. (7) Are there any ethical considerations and issue that rise from the ads? Conclusion. What has been learned from the exercise? Students are expected to back up their arguments using peer reviewed research papers and recommended text. The assignment should be 4000 words.