What does the term 'evaluative criteria' refer to in consumer decision-making?

The term 'evaluative criteria' refers to the standards that consumers use to compare and assess different product attributes during the decision-making process. These criteria are essential because they help consumers determine which product meets their needs and preferences best. Evaluative criteria can include various factors such as price, quality, features, performance, and brand reputation.

When consumers face choices, they rank the different attributes based on their importance to their personal situation. For instance, a consumer looking to buy a smartphone might weigh battery life heavily, while another might prioritize camera quality. By establishing these comparisons, consumers can make more informed decisions that align with their expectations and requirements.

While personal preferences, financial costs, and demographic factors may influence decision-making, they do not represent the explicit standards used to evaluate and compare products directly. Evaluative criteria focus specifically on the functional attributes and benefits of products, guiding consumers toward a final selection based on how well these criteria are met.