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Chapter 16

Across
Establishes minimum required performance standards for each evaluative criterion
Determining evaluative criteria.
An attribute used to stand for or indicate another attribute
Involves the use of general attitudes, summary impressions, intuitions, etc.
Use to indicate tne criteria someone else might use
A limited capacity for processing information
Requires the consumer to rank the criteria in order of importance.
General nature of the outcome being sought.
The consumer is not aware of the product's brand name.
The ability of an individual to distinguish between similar stimuli
Underlie behaviors that are intrinsically rewarding to the individual involved.
The various dimensions, features, or benefits a consumer looks for in response to a specific problem.
Down
The brand that rates highest on the sum of the consumer's judgements of the relevant evaluative criteria will be chosen.
Establishes a minimum level of performance for each important attribute
Tends to be more holistic in nature.