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A policy question asks if evidence of harm exists.
Brand
represents the name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct from those of other sellers.
Cognitive Dissonance
the psychological discomfort experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time.
Alternative Evaluation
The process by which consumers compare different products or brands to make purchasing decisions.
Problem Recognition
The initial stage in the consumer decision-making process, where the consumer identifies a need or problem that requires resolution.
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