Which of the following is a characteristic of the evaluative criteria used by consumers in the decision-making process?
A) It is set aside if the consumer finds a better means of making the purchase decision.
B) It identifies alternative brands for consideration and possible purchase.
C) It occurs during the first stage of the decision process.
D) It includes objective facts or subjective opinions about the alternatives.

Question

Quizplus · Accepted Answer

Evaluative criteria are the standards or benchmarks that consumers use in evaluating and comparing different alternatives. These criteria can be objective (such as price, quality, and features) or subjective (such as personal preferences, beliefs, and values). Therefore, evaluative criteria can include both objective facts and subjective opinions about the alternatives. Option A is incorrect because once the criteria are set, the consumer does not change it unless required. Option B is incorrect because it refers to consideration set rather than evaluative criteria. Option C is incorrect because evaluative criteria occur in the second stage of the decision-making process.

Which of the Following Is a Characteristic of the Evaluative