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There are three broad types of consumption: 1. Physical consumption 2. Conspicuous consumption 3. Risk-averse consumption Physical consumption is all about buying and using/ eating goods and services. This type of consumption leads to physiological well being. Conspicuous consumption is what leads to peer group recognition. Buying designer clothes for exorbitant price or going on an exotic holiday with the purpose of standing out are examples of conspicuous consumption. Risk-averse consumption is where the consumer wants to be absolutely sure about the product and rarely experiments. Health care products, banking services, insurance, very high value purchases fall in this category.

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