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Definition: Research used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences.
Used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences.
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Value Proposition The functional, emotional, and self-expressive benefits delivered by product, service, or brand, that provide value to the customer, and the rationale for making one brand choice over another.
 See also: Feature, Preference, Market, Advertising, Features
  
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