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Rosser reeves discussed the notion of the unique selling

Consumer Psychology

1. Rosser Reeves discussed the notion of the "unique selling proposition." What were the basic standards that he believed were necessary for advertising products? Why did his methods stop working well by the 1960s? How did advertisers adjust their ad plans in response?

2. What is the difference between a "lexicographic" decision-making rule and a weighted-additive model in consumer choice? Which do economists assume that people use? Is this a practical assumption?

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