Before taking this course, I had no idea I even had brand behaviors, let alone knew about them. So, going through the reading and learning about concepts, like Behavioral Primacy Effect, really interested me and opened my eyes. Behavioral Primacy Effect is utilizing a brand, for example a grocery store, because you always used that specific brand growing up. I feel, the further we go in this course and my knowledge increases, it will not only help me in this class but help me in my future endeavors as well.