The model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.

11. what characteristic was shared by all the important scientists of the scientific revolution? the importance of challenging authority at all times in the pursuit of truth. truth is only achievable through a process of inquiry and observation. the belief that traditional methods of inquiry and discovery were correct, but needed greater accuracy. the belief that the ancient philosophers were correct in their original observations of the laws of nature.