Conduct a mini-experiment with 15 friends. First, ask each of them to indicate, on a seven-point scale,

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Conduct a mini-experiment with 15 friends. First, ask each of them to indicate, on a seven-point scale, the importance of the brand name versus the warranty for a laptop. Then, administer the self- monitoring scale to each. Evaluate whether low or high selfmonitors found brand name to be more important.

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Consumer Behavior

ISBN: 9780538745406

1st Edition

Authors: Frank Kardes, Maria Cronley, Thomas Cline

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