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George McHannon is shopping for a new raincoat because his old one has a broken ...
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George McHannon is shopping for a new raincoat because his old one has a broken zipper. He is looking for something durable and reasonably priced. When he arrives at Dick’s Sporting Goods, he narrows his choices down to three options—a Columbia jacket priced at $50, a Marmot jacket priced at $100, and a Patagonia jacket priced at $150. After trying each of them on, he comes to the conclusion that the Marmot jacket is made out of a more durable material than the Columbia jacket and that the Patagonia jacket is made with much better materials than the Marmot option. That being said, the Patagonia jacket retails for more than he is willing to spend, and the Columbia jacket is not as insulated as the Marmot jacket. Based on this evaluation, George decides to purchase the Marmot jacket because he thinks he is getting the most for his investment with this brand. Which of the following best describes George in this scenario?
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