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If a firm offers a senior citizen discount,
Cognitive Dissonance
A psychological state experienced when an individual holds two or more contradictory beliefs, ideas, or values at the same time, leading to discomfort and prompting a change in beliefs or actions.
Multi-Attribute Attitude Model
A theory that examines how consumers evaluate products and services based on perceived attributes, and how this evaluation influences their purchase decisions.
Multi-Attribute Model
A theoretical framework used to understand how consumers evaluate the attributes of a product or service, driving their attitudes and decisions.
Importance Weights
Assigned numerical values that reflect the relative significance or priority of different factors, criteria, or variables in a decision-making process.
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