The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.

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26-02-2020
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The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.

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adefunkeadewole adefunkeadewole · Answer 1 · 2020-02-27T06:34:05+01:00

Answer: Dissonance - Attribution model

Explanation: The Dissonance - Attribution model was proposed by Michael Ray. It is a situation whereby consumer has to decide between two or more products in the market with similarities to purchase one of those products due recommendation by a person, develops a likeness of the purchased products and maybe develops feelings of dislike towards the other products she did not purchase.