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Gerald buys name brand pain relief medication even though he knows the generic store brand, with identical contents, costs two dollars less. Gerald's decision seems to be less driven by price and more driven by

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B. Individual preferences

Gerald may be used to using the name brand medication, he may have found it is more effective than the cheaper versions. Gerald may have also made the decision subconsciously, having been influenced by advertisements, commercials and possible opinions from his doctor or other important people in his life.

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