Consumers can handle only a small number of comparisons before overload sets in.
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Q30: The accuracy of a consumer's evaluation depends
Q31: Consumers cannot make good choices when considering
Q32: When purchase involvement is high, consumers use
Q33: One judgment consumers make during the evaluation
Q36: Cluster analysis is used to understand the
Q37: Attribute variants are perceived relationships between product
Q38: Two major types of rules that consumers
Q39: Judgments are mental assessments of the presence
Q39: Subordinate attributes are not readily apparent and
Q40: Perceived quality is based on consumer perceptions.
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