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Question 1:
Consumers must constantly make decisions regarding what products or services to buy and where to buy them. Because the outcomes of such decisions are often uncertain, the consumer perceives some degree of risk in making a decision.
(a) What is meant by "perceived risk"? (b) Briefly describe the six types of perceived risk.(c) Explain the strategies used by consumers to handle risk.
Question 2:
Motivation is the driving force produced by a state of tension, as a result of unfulfilled needs, that impels individuals into action.
Describe the key characteristics of consumer motivation.
58-48
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