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________ risk occurs if the product fails to perform up to expectations.
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Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision: one is unanticipated situational factors; what is the other factor?
________ accounting refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices.
A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse, I get poor service." Whether this is true or not, it is the consumer's perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.
Social class is the fundamental determinant of a person's wants and behavior.
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