Interview a friend regarding his/her search activities in a recently purchased, high involvement product (e.g., automobile, computer,
Question:
Interview a friend regarding his/her search activities in a recently purchased, high involvement product
(e.g., automobile, computer, graduate school).
Identify whether s/he relied primarily on prepurchase or ongoing search to make his/her choice.
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Related Book For
Consumer Behavior
ISBN: 9780538745406
1st Edition
Authors: Frank Kardes, Maria Cronley, Thomas Cline
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