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  Version 2: Rebecca James calls her insurer at 3:00 am and asks the insurer to increase the coverage on her house from $1,600,000 to $1,800,000. The insurer agrees to do so. During the night the house burns to the ground, and the company denies liabil

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  What is a decision heuristic? Why do we use them? How can a brand name work as a heuristic?

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  What is self-concept? How do marketers use self-concept in developing brand personalities and appealing to consumers? Give me an example of a marketing campaign that uses self-concept- why do you think this worked or not?

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