New alternatives of a product will be compared to exemplars first and then to other brands that are found in the brand category.

Question

Quizplus · Accepted Answer

When evaluating new alternatives of a product, consumers tend to compare it first with exemplars, which are well-known products that they perceive to be representative of the category. Later, if the product doesn't match their expectations, they may consider other brands in the same category.

New Alternatives of a Product Will Be Compared to Exemplars