In the context of product evaluation, new alternatives are compared to exemplars first and then to other brands that are found in the brand category.

Question

Quizplus · Accepted Answer

This is because exemplars serve as the "prototype" or standard for the category, making them the natural point of reference for comparison. Once the new alternatives have been evaluated against the exemplars, they can then be compared to other brands within the category to determine their relative strengths and weaknesses.

In the Context of Product Evaluation, New Alternatives Are Compared