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1. Explain the factors that affect the amount of time and effort that a consumer might take when choosing an optometrist for contact lenses. How would your answer change if the consumer were looking for contact lens cleaning solution?

2. When evaluating different alternatives for a Saturday night outing at a fine restaurant, explain the difference between the universal set, the retrieval set, and the evoked set. From which set of alternatives will the consumer most likely choose the restaurant?

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