Interview a friend regarding his/her search activities in a recently purchased, high involvement product (e.g., automobile, computer,

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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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Consumer Behavior

ISBN: 9780538745406

1st Edition

Authors: Frank Kardes, Maria Cronley, Thomas Cline

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