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Question
Consumers can be thought of as ________ because they tend to make decisions in the simplest way possible.A) high in need for cognition
B) superprocessors
C) utility maximizers
D) cognitive misers
Answer
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Under ________, utility is defined in terms of gains and losses.
A) prospect theory
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A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?
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