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Ed is looking for a new car and is spending a lot of money on gas travelling from one car dealership to another. He decides

Ed is looking for a new car and is spending a lot of money on gas travelling from one car dealership to another. He decides to stop searching because the costs are exceeding the benefits. What search factor is being considered in his decision?

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4

options:

product involvement

product experience

perceived risk

value of search effort

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