Consumers will often make comparative value assessments.That is,the consumer will judge one product or service against other alternatives or substitutes.In doing so,a "_________" emerges,which involves comparing the prices and benefits of substitute items.
A)comparative value
B)reference value
C)differential value
D)assessed value

Question

Quizplus · Accepted Answer

A "reference value" emerges when consumers compare the prices and benefits of substitute items, as it serves as a benchmark for evaluating the worth of a product or service against alternatives.

Consumers Will Often Make Comparative Value Assessments