Search Results for: Category Based Piecemeal And Contrast Processes Underlying Product Evaluations

It has been suggested that when consumers make an evaluative judgment of a product, they sometimes categorize the product and make their judgment on the basis o

Attitudes are evaluations of people, places, things, and ideas. They help us to navigate through a complex world. They provide guidance for decisions about whic

This landmark work contains classic and contemporary writings, including the most widely cited and influential papers that examine consumer behavior as a field