The consumer's ability to separate one brand from another in a product category is called ________.
A)comprehension
B)conviction
C)differentiation
D)association
E)preference

Question

Quizplus · Accepted Answer

Differentiation refers to the ability of a consumer to distinguish between different brands in a product category based on specific features or benefits offered by each brand. Comprehension refers to the ability to understand information about a brand or product. Conviction refers to a consumer's belief in the superiority of one brand over another. Association refers to the connections or associations a consumer makes with a brand. Preference refers to a consumer's tendency to choose one brand over another.

The Consumer's Ability to Separate One Brand from Another in a Product