1. Not all purchase decisions are equally important or psychologically involving for the consumer. People engage in...

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1. Not all purchase decisions are equally important or psychologically involving for the consumer. People engage in a more extensive decision-making process, involving a more detailed search for information and comparison of alternatives, when buying highinvolvement goods and services than when purchasing more mundane, low-involvement items.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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