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What Do Consumers Buy?

What causes the uncomfortable feeling that many of us get when shopping for a car? How different is the gut-wrenching feeling related to buying a car from the similar feelings expressed by many respondents in our focus groups on shopping for insurance? The answer is that these two exercises appear uncomfortably similar. Both tend to feel that the consumer is not in control. The seller appears to be in control of the situation. Is this what the seller desires?

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