Interpersonal sources tend to be most valuable for creating initial product awareness; however, as the purchase decision progresses, the relative importance of these sources declines whilst the relative importance of the mass media increases.

Question

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Interpersonal sources are often more influential in the later stages of the purchase decision process, as they provide personal recommendations and experiences, while mass media is typically more effective in creating initial product awareness.

Interpersonal Sources Tend to Be Most Valuable for Creating Initial