The process referred to as the ____ occurs when consumers make comparisons to a category prototype or exemplar.
a. prototype process
b. comparative process
c. exemplar model
d. conjunctive model
e. representativeness heuristic
Answer: E
The process referred to as the ____ occurs when consumers make comparisons to a category prototype or exemplar.
a. prototype process
b. comparative process
c. exemplar model
d. conjunctive model
e. representativeness heuristic