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"The last three years of severe drought conditions have been brutal to our lawn care business. We survived, but our business is too concentrated," said Rocco Camanetti, owner of Camanetti & Sons. "I propose that we expand in new areas-trucking, catering, and dry cleaning-to minimize our risks due to market fluctuations in one industry." Rocco is advocating a(n) ________ strategy.
Aspirational Reference Group
The individuals a consumer would like to emulate.
Lifestyle
The interests, opinions, behaviors, and behavioral orientations of an individual, group, or culture.
Free Spirit
A person characterized by a spontaneous, independent, and unconventional lifestyle, often valuing freedom above all else.
Cognitive Dissonance
A psychological phenomenon where an individual experiences discomfort due to holding conflicting beliefs or values, often leading to an alteration in one of the beliefs or behaviors.
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