The Decision-Making Process Begins by Identifying Decision Criteria

question 35

True/False

The decision-making process begins by identifying decision criteria.

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Definitions:

Consumer's Mind

The perceptions, attitudes, memories, and biases that influence how a customer thinks about a product, brand, or experience.

Evoked Set

The group of brands or businesses that come to a customer’s mind when she thinks of a type of product.

Cognitive Dissonance

The mental discomfort experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time.

Comparison Shop

The practice of comparing prices and characteristics of similar products or services in different outlets before making a purchase.