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Emotional Risk - the concern or uncertainty felt by a prospective buyer that he or she will feel bad about the purchase afterwards; also called Psychological Risk.
see risk and emotional risk
psychological set
a consumer's mind set, his or her positive or negative feelings or predispositions towards a particular brand or company, the consumer's mind set is formed by his or her needs, ...
 See also: Cycle, Advertising, Consumer, Customer, Demand
  
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