How people make purchasing decisions

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Reference no: EM131847376

Question: 1. Ask a friend to "talk through" the process he or she used to choose one brand rather than others during a recent purchase. Based on this description, can you identify the decision rule that he or she most likely employed?

2. If people are not always rational decision makers, is it worth the effort to study how they make purchasing decisions?

Reference no: EM131847376

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