# data[].attributes.headline
it is their only choice and it is their need

# data[].attributes.subject
it is their only choice and it is their need

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Unable to obtain maximum benefit (e.g. not enough money)

# data[].attributes.body
discount and people buy unnecessary things

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Because they are influenced by social media and famous brand names

# data[].attributes.subject
Because they are influenced by social media and famous brand names

# data[].attributes.body
so other people assume they are rich and of a higher class

# data[].attributes.headline
They are rich and like to spend on material goods; don't understand needs and wants

# data[].attributes.subject
They are rich and like to spend on material goods; don't understand needs and wants

# data[].attributes.body
Lack of choices

# data[].attributes.body
following decisions made by other people (e.g. celebrities, popular people)

# data[].attributes.headline
they believe that the higher the price the more valuable/ better quality

# data[].attributes.subject
they believe that the higher the price the more valuable/ better quality

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It might be more convenient eg. the store may be close to their home

# data[].attributes.subject
It might be more convenient eg. the store may be close to their home

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The reason as to why Consumers make choice that do not maximise their benefit could be due to the consumer's feelings, trends or personal interest.

# data[].attributes.subject
The reason as to why Consumers make choice that do not maximise their benefit could be due to the consumer's feelings, trends or personal interest.

# data[].attributes.body
They might want to donate to the society and the government and help others

# data[].attributes.body
Sometimes, consumers do not have enough information or previous knowledge to judge and compare their current choice with other choices. Another reason, is they don't have enough time as well. So it's a matter of time and knowledge sometimes

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They might be going for the cheaper option and they might not want the other functions of an item

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(e.g. 'organic' 'charity' 'discount')

# data[].attributes.headline
Brand loyalty, influenced by others, may not know the best price

# data[].attributes.subject
Brand loyalty, influenced by others, may not know the best price

# data[].attributes.body
they might be bad at math and can't tell if a certain deal is more worth it

# data[].attributes.body
They might be too lazy to make the extra effort to get the best deal

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interest

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Sometimes people do things to maximise other people's benefits

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They might want to donate to charity to help others

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because they might have different priorities

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because they might have different priorities

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because it may be a cheaper option

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because they are loyal to a specific company

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they dont want to calculate the price of the item

# data[].attributes.subject
they dont want to calculate the price of the item

# data[].attributes.headline
humans are irrational (they let their personal feelings influence their choices)

# data[].attributes.subject
humans are irrational (they let their personal feelings influence their choices)