CHAPTER 3—THE CONSUMER DECISION PROCESS

c. cognitive resources ANS: C 35. The danger of exceeding consumers' cognitive capacity is that they will: a. become more price sensitive. d. experience information overload. b. only buy national brands. e. None of the above. c. postpone the purchase process. ANS: D. 36. ____ refers to the amount of mental capacity focused in a particular ... ................
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