Understand the difference between evaluative criteria and determinant criteria

Evaluative Criteria

After a need is recognized and a search process has taken place, consumers begin to examine the criteria that will be used for making a choice. Evaluative criteria are the attributes, features, or potential benefits that consumers consider when evaluating possible solutions to a problem.A feature is a performance characteristic of an object. A timer on a coffee maker is a feature. A benefit is a perceived favorable outcome that results from the presence of a particular feature. These concepts are illustrated in Exhibit 13.2.