Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision. Among his beliefs were that colognes heightened romantic appeal, that fancy French- sounding names were feminine, that thick cloying scents were like those his old aunts would use. The black bottle of Drakkar Noir was exotic, mysterious- looking, just right. His evaluations stem from his:

Question

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Schemas are organized collections of beliefs and feelings that help individuals interpret and evaluate information, which is what Gary is using to make his purchase decision.

Gary Illustrated How Consumers Draw from Their Organized Collection of Beliefs