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Chapter 14

Horizontales
One of which the consumer is not aware
One the consumer is aware of or will become aware of in the normal course of events
Discrepancy that a variety of brands within a product cattegory can reduce
Involves internal and limited external search and etc.
The way an individual wants to feel or be at the present time
A discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process
Verticales
Involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives
Habitual decision making, in effect involves no decision per se
The level of concern for, or interest in
Not the same as purchase involvement
The way an individual perceives his or her feelings and situation to be at the present time