Chapter Six – How do companies decide what products …

For example, we rarely buy new cars, laser surgery for vision correction, and new houses (all three of these would be high involvement) and while we frequently buy low involvement products (coffee, soft drinks, chewing gum) we also buy many more durable products that can be considered medium involvement. For example, if a college student buys a new CD player for his car or a new sports-coat ... ................
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