Purchase Decisions Are Based on How Consumers Perceive Prices and What

question 37

Multiple Choice

Purchase decisions are based on how consumers perceive prices and what they consider to be the ________ price-not the marketer's stated price.

• A) current actual
• B) last purchased price
• C) current sale price
• D) referent price
• E) none of the above

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Definitions:

Heuristic Processing

A mental shortcut that allows people to solve problems and make judgments quickly and efficiently, but sometimes at the cost of accuracy or logic.

Background Music

Music that is played in a space primarily to create or enhance a mood or atmosphere, rather than for active listening.

Advertisement

A form of communication intended to persuade an audience to purchase or take some action upon products, ideas, or services.

Induce A Good Mood

Inducing a good mood involves engaging in activities or behaviors that elevate one's emotional state, generating feelings of happiness and contentment.