Ideal Point Model

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Ideal Point Model

A theory of how a consumer makes purchase decisions. According to the ideal point model, a consumer buys a product based on how closely it fits with the consumer's attitude of how the product "should" be. For example, given two brands of peanut butter with similar labels, prices and so forth, a consumer will buy the brand that conforms (or is thought to conform) most to what the consumer thinks peanut butter should taste like.

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