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Simi is never quite sure which brand of gum to buy. She tries some,likes some,and rejects some. However,through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and repeats purchasing mistakes. "Oh well," says Simi,"gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?


A) experiential hierarchy
B) low-involvement hierarchy
C) habit hierarchy
D) cognitive hierarchy

E) None of the above
F) A) and D)

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What is cognitive dissonance? Explain how it is relevant in a marketing context.

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The theory of cognitive dissonance state...

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