Please explain the following method of attitude influence-ment? Identifying evaluative criteria for the consumer.

Can you please provide the details of the attitude influence-ment method of "Identifying evaluative criteria for the consumer"?
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"Identifying evaluative criteria for the consumer: Consumers summarize their opinions, beliefs and overall attitudes based on the various product attributes and benefits. They may often ignore an attribute because they are unaware of an attribute or a benefit or a criterion. The marketer could help the consumer identify evaluative criteria. The marketer would focus on such criteria where he feels he is on a strong position. He could either have a monopoly (as a USP) or a competitive edge. Source:"
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