Scenario $11-3.$ Mark is considering purchasing a new pickup truck. The model that he is looking at features an all new diesel engine, state of the art design, and beautiful upholstery. The electronics package and options have all been updated to the point where there are not many more items that Mark could have installed on his new truck. He likes everything about the truck except the price tag. The price could be lowered if Mark would remove some of the options, but he must have them all to maintain his image.

In Scenario $11-3,$ the dealership that carries Mark's new truck will not know everything that goes through Mark's mind as he makes his purchasing decision. This is known as

$$ hidden consumer behavior

customer deception

$$ the black box

$$ the internal consumer