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Essay Details:
Essay text:
impulse, desire vs. logic, passion vs. prudence. That sort of psycho stuff.
> High involvement / rational
> High involvement / emotional
> Low involvement / rational
> Low involvement / emotional
> Graph: Look inside the mind of Mr. Gendut.
Definitions:
High involvement / rational
In this category you find expensive business purchases: anything relating to the technological infrastructure, the office location and lease, as well as the company health insurance plan.
On the consumer side, high involvement / rational purchases tend to be linked to high cost. This category can include financial services and products, the purchase of a home or car, as well as major appliances and electronics...
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