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Root cause analysis is a good technique for avoiding information biases.
Attribute-Based Choice
Process in which consumers select a product based on attribute-by-attribute comparisons across brands.
Affective Choice
The decision-making process influenced by emotions and feelings, where individuals choose based on the emotional appeal of an option rather than its objective attributes.
Attitude-Based Choice
Process that involves the use of general attitudes and summary impressions.
Purchasing Power
The ability of an individual or group to buy goods and services, influenced by their income, savings, and the prices of goods and services.
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