Consumers can evaluate alternatives on the basis of specific criteria and the importance of criteria and on the basis of such cues as price,brand name,and store name.

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Consumers often evaluate alternatives based on specific criteria such as quality, performance, durability, and other attributes that are important to them. In addition, they may also consider cues such as price, brand name, and store name in making their decisions. This approach to decision-making is known as a multi-attribute model and is commonly used by marketers to understand how consumers evaluate products and services.

Consumers Can Evaluate Alternatives on the Basis of Specific Criteria