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Product-related experiences are defined at the most<br>inclusive level. They include advertising exposures, information<br>search, interactions with salespersons, choice<br>and decision making, purchasing, and product usage in<br>various situations. Similarly, we use the term consumer<br>expertise in a very broad sense that includes both the<br>cognitive structures (e.g., beliefs about product attributes)<br>and cognitive processes (e.g., decision rules for<br>acting on those beliefs) required to perform productrelated<br>tasks successfully.'
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