This preview shows page 1. Sign up to view the full content.
Unformatted text preview: Relevant product knowledge Set of simple rules or heuristics by which consumers Search for Evaluate Integrate knowledge o Choice Criteria Specific consequences used to evaluate and choose among coice alternatives Dicriminant consequences Consequences are perceived to differ across alternatives...
View Full Document
This note was uploaded on 04/15/2008 for the course MKTG 371 taught by Professor Olson during the Spring '08 term at San Diego State.
- Spring '08