Consumers that desire to purchase a Porsche Boxster because of its reputation for speed and status but also want to keep their insurance premiums down are experiencing:

Question

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The consumer has conflicting choice criteria. They want a car with a reputation for speed and status (implicit choice criteria) but also want to keep their insurance premiums down (explicit choice criteria). These criteria are in conflict with each other, so the consumer must weigh the importance of each criterion to make a decision.

Consumers That Desire to Purchase a Porsche Boxster Because of Its