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What did Kochkin (2007) in “MarkeTrak VII: Obstacles to adult non-user adoption…,” conclude regarding “Stigma” and non-use/non-purchase of hearing aids? O the effects of stigma are actually less extensive and pervasive than is commonly believed the data showed that approximately 90% of prospective hearing aids users choose not to try hearing aids because of perceived stigma the stigma of hearing aid use will finally be undone when younger people (younger than 70 years of age) use hearing aids O perception of stigma varied directly with cost: as cost decreased, the perception of hearing aids improved (less stigma)

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