Because Consumers Are Generally More Sensitive to Price Increases Than

question 132

True/False

Because consumers are generally more sensitive to price increases than to price decreases, it is easier to lose current customers with a price increase than it is to gain new customers with a price decrease.

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Definitions:

Autonomic Arousal

The activation of the autonomic nervous system, responsible for involuntary physiological responses to stimuli, such as heart rate and sweating.

Conscious Experience

The subjective awareness of one's thoughts, feelings, and environment.

Cannon-Bard Theory

A psychological theory proposing that emotions occur simultaneously with physiological responses.

Physiological Arousal

The body's acute response to stimuli or stress, involving increased physiological activity like heart rate, blood pressure, and energy levels.