Which of the following buyers exemplifies a consumer who has a high degree of internal locus of control?
a. Fred buys the brand for which he has a twenty-dollar rebate.
b. Joe buys the most expensive brand since price is usually a signal of high quality.
c. Mary buys the brands she has bought for years because she trust them.
d. Sally first spends time searching online comparing brand. Sally senses this action gives her more control over the outcome.
Answer: D
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