Please answer the following questions: 

  1. Why must the marketer be concerned with both the affective and the cognitive systems? How can metaphors assist in this effort?
  2. How can marketers influence intrinsic and situational self-relevance? Please provide specific examples.
  3. Do you agree with the statement that “brands are learned behaviors” (discussed in the 1st recorded lecture on the book “Unconscious branding”)? Why yes or why no? Please discuss the implications for marketers.

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