Sarah is shopping for a new pair of running shoes. She decid…
Sarah is shopping for a new pair of running shoes. She decides to buy a pair based solely on their comfort and color, ignoring other factors like price and brand reputation, and making no tradeoffs between these attributes. Which of the following is the best term for purchase decisions in which customers consider some, but not all, of a product’s attributes, and ignore potential trade-offs between attributes?
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