The process referred to as the _____ occurs when consumers make comparisons with a category prototype or exemplar.
A) prototype process
B) comparative process
C) compensatory process
D) availability heuristic
E) representativeness heuristic

Question

Quizplus · Accepted Answer

The representativeness heuristic occurs when consumers compare products to a prototype or exemplar to make judgments or decisions.

The Process Referred to as the _____ Occurs When Consumers