The process referred to as the ____ occurs when consumers make comparisons to a category prototype or exemplar.
A) prototype process
B) comparative process
C) exemplar model
D) conjunctive model
E) representativeness heuristic

Question

Quizplus · Accepted Answer

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

The Process Referred to as the ____ Occurs When Consumers