When a Consumer Learns About a New Product for the First

question 17

True/False

When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the evaluation of alternatives process.

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Definitions:

Dilemma of Honesty

The conflict between the desire to be truthful and the potential negative consequences of disclosing unfavorable information.

Dilemma of Trust

A situation in which trust is critical yet difficult to establish, often due to previous experiences of betrayal or conflicting interests.

Yielding Strategy

A negotiation technique involving giving in to some or all of the other party's demands.

Intangible Factor

An element in negotiations that cannot be easily quantified or measured, such as reputation or brand value.