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Figure 21-11
-Refer to Figure 21-11. The graph illustrates
Determinant Attributes
Key features or characteristics of a product or service that influence the buyer's decision to purchase.
Financial Risk
The possibility of losing money on investments or business activities, encompassing a wide range of risks including market, credit, operational, and liquidity risks.
Noncompensatory Decision Rule
At work when consumers choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes.
Compensatory Decision Rule
At work when the consumer is evaluating alternatives and trades off one characteristic against another, such that good characteristics compensate for bad ones.
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