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You will note that we talk about seen benefits and perceived costs rather than absolute or actual benefits and expenses when we discuss value. Benefits

You will note that we talk about seen benefits and perceived costs rather than absolute or actual benefits and expenses when we discuss value. Benefits and expenses are viewed differently by each customer, and many of these views are unconscious. There are very few purchases where the buyer carefully enumerates and compares the expenses and advantages to ascertain value. Buying can be a process of making fast choices, and emotions are probably involved

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