Under categorization processing, the evaluation of a choice alternative is determined primarily by the category to which the alternative is assigned.
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Q26: Consumers' external search sets are synonymous with
Q27: The most notable difference between the consideration
Q28: Gaining entry into the consideration set is
Q29: Influencing product recognition is a more effective
Q30: When choosing between two or more familiar
Q32: When a consumer uses a piecemeal process,
Q33: Brand extensions are one way companies use
Q34: There is an inverted-U relationship between a
Q35: Piecemeal processing normally involves constructing an evaluation
Q36: The importance consumers place on brand names
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