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Behavioral Challenges

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Some people argue that consumer behavior is all emotional, and some that the behavior is all rational. Explain some of the rational considerations consumers have when considering purchasing a new home. Now explain some of the emotional factors. Which do you think is stronger?

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Some of the rational considerations that consumers use when buying a new home are the price of the home, the size of the monthly installments that have to be paid for it, the availability of fiancé, and the rate of interest changed for financing that home. These are rational considerations that are related to the price and financing of the house. Other rational considerations are the size of the house, the location of the house, and the condition of the house. A new house in an upscale locality would be preferred by some customers. ...

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