"Percent".
From the bottom of the hierarchy upwards, the needs are: physiological (food and clothing), safety (job security), love and belonging needs (friendship), esteem, and self-actualization. Needs lower down in the hierarchy must be satisfied before individuals can attend to needs higher up.
They identified five types of risk: (1) financial, (2) performance, (3) physical, (4) psychological, and (5) social.
The purchase can have serious personal consequences. The purchase could reflect one's social image.
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