. A successful information search within a product category yields a consideration set (aka evoked set), which is a group of brands that the buyer views as possible alternatives.
- a) The consumer establishes a set of evaluative criteria, which are objective and subjective characteristics that are important to him or her.
- b) The consumer uses these criteria to rates and ranks brands in the consideration set.
- Marketers can influence consumers’ evaluations by “framing” the alternatives—that is, by the manner in which they describe the alternatives and attributes.
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