Using which type of evaluation do consumers evaluate products based on the overall feeling that is evoked by the alternative?
A) attribute-based
B) feature-based
C) benefit-based
D) affect-based
E) internally-based

Question

Quizplus · Accepted Answer

Affect-based evaluation refers to the overall feelings that are evoked by the alternative. Consumers use affect-based evaluation when they have limited knowledge or experience with a product, or when the product is perceived to be emotionally charged (e.g. perfume, jewelry). Affect-based evaluation can be driven by emotional responses such as pleasure, arousal or satisfaction.

Using Which Type of Evaluation Do Consumers Evaluate Products Based