When Mary purchases a calculator, she is concerned with its cost, size, power source, capabilities and warranty. John, however, is most concerned with brand, memory and colour. John's and Mary's concerns, though different, make up their:

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Evaluative criteria refer to the dimensions or attributes that consumers consider when evaluating a product or service. Mary and John both have different evaluative criteria or factors that they consider when they are making a decision to purchase a calculator. Mary considers the cost, size, power source, capabilities, and warranty, whereas John's evaluative criteria are based on brand, memory, and color. Therefore, Mary and John's concerns make up their evaluative criteria.

When Mary Purchases a Calculator, She Is Concerned with Its