At the point of making a purchase decision,consumers establish _____ to judge selection alternatives.
A) brand loyalty
B) evaluative criteria
C) transformational motives
D) postpurchase evaluations
E) cultural hegemony

Question

Quizplus · Accepted Answer

Consumers evaluate selection alternatives (called the evoked set). To do this, they establish evaluative criteria, the standards they use to judge the features and benefits of alternative products.

At the Point of Making a Purchase Decision,consumers Establish _____