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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 41
For a product considered high in social status, develop a questionnaire that measures the evaluative criteria of that product, using both a direct and an indirect method of measurement. Compare the results and discuss their similarities and differences and which evaluative criteria are most likely to be used in brand choice.
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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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