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A customer’s emotional desires can overrule the pure economic interest for lowest money price. We’ll call these wishes the non-monetary value of price. Non-financial value are the entire features of acquiring a product of service that require the customer to exert time, effort, experience an inconvenience or disruption to their normal activities. If any aspect of the acquisition course of causes a customer to hunt another then the non-financial value exceeded the financial curiosity of precise money worth.
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