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The vertical distance between the TC curve and TVC curve is equal to
Expectations
The beliefs or forecasts about future events or behaviors, often based on past experiences or information.
External Search
The process of seeking out information beyond personal knowledge or experience, typically conducted by consumers before making a purchase decision.
Creation of an Antecedent State
This involves setting conditions or fostering an environment that precedes and influences consumer behavior or decision-making processes.
Problem Recognition
The initial stage in the consumer buying process where a consumer identifies a need or problem that requires resolution.
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