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Affluent
individuals or groups characterized by having a significant amount of wealth and resources at their disposal.
House Money Effect
The tendency for individuals to take greater risks when investing or gambling with money that was won or received unexpectedly, as opposed to their own hard-earned money.
Problem Recognition
is the initial stage in the consumer decision process where a consumer identifies a need or problem that requires satisfaction or solution.
Need Recognition
The first stage in the consumer decision process, occurring when an individual perceives a difference between their current state and a desired state.
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