A customer's interpretation and response to a price depends on what the customer receives from a purchase compared to what he or she gives up to make a purchase.

Question

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This statement is true. The perceived value a customer receives from a purchase is compared to the cost they must pay (whether it be monetary or other sacrifices such as time or effort) to make the purchase. This comparison influences the customer's decision to make the purchase and their perception of the price.

A Customer's Interpretation and Response to a Price Depends on What