Name two assumptions e-commerce analysts made early on about consumers and their buying behavior that turned out to be false.

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Two assumptions that e-commerce analysts made early on about consumers and their buying behavior that turned out to be false were that they would be rational and cost-driven. Instead, consumers are attracted to stable, well-known retail brands and have demonstrated that other factors such as reliability, trust, fulfillment, and customer service are equally important. This does not mean consumers are nonrational, but simply that they are willing to pay extra for branded goods and services.

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