Saul purchased a gold bracelet to give to his girlfriend after she successfully defended her doctoral thesis. Before he gave it to her, he worried that it was too expensive, both for what it was and for his income level
He thought about returning it. Where was Saul in the consumer buying process?
A) problem recognition
B) information search
C) evaluating alternatives
D) purchase decision
E) postpurchase evaluation
Answer: E
Explanation: E) Postpurchase evaluation: I'm happy/unhappy with my purchase and will/will not buy a similar one in the future.
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