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Why does the Moon have a layer of "powdery soil" on its surface?
Monetary Risk
The potential financial loss involved in a transaction or investment, considered by consumers and businesses alike.
Perceived Risk
The potential negative consequences that consumers believe they may face when purchasing a product or service.
Extensive Search
The thorough process of seeking information and evaluating multiple options before making a purchase decision, often undertaken for high-involvement products.
Need Recognition
The initial step in the consumer decision process that occurs when a consumer identifies a difference between their current state and a desired state.
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