Which of the factors affecting customers' sensitivity to price is Duracell emphasizing when it claims in television ads that its batteries last longer than its competitors'?

Question

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Duracell is emphasizing the unique-value effect by highlighting that its batteries last longer than its competitors', implying that customers will get better value for their money by choosing Duracell over other brands. This can increase customers' sensitivity to price, as they may see Duracell as a better long-term investment despite its higher initial cost.

Which of the Factors Affecting Customers' Sensitivity to Price Is