Cluster analysis is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives.
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Q31: Consumers cannot make good choices when considering
Q32: When purchase involvement is high, consumers use
Q33: One judgment consumers make during the evaluation
Q35: Consumers can handle only a small number
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.
Q41: _ are the evaluative criteria that are
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