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Lecture Consumer behavior (8e): Chapter 4 - Michael Solomon
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Chapter 4 - Motivation and values. When you finish this chapter you should understand why: It’s important for marketers to recognize that products can satisfy a range of consumer needs; the way we evaluate and choose a product depends upon our degree of involvement with the product, the marketing message, and/or the purchase situation; our deeply held cultural values dictate the types of products and services we seek out or avoid.
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