Evaluative Criteria In Consumer Behavior

that your friend is disappointed with your choice. Thus, preferences and even purchase intentions do not always result in an actual purchase choice.
A marketer’s job doesn’t end once a consumer has purchased their product. After purchasing the product, the consumer will either be satisfied or dissatisfied and will engage in postpurchase behavior of interest to the marketer. A consumer’s satisfaction is determined by the relationship between the consumer’s expectation and the perceived performance. If the product falls short of expectations, the consumer is dissatisfied. If it meets the expectations, the consumer is satisfied. If the product exceeds expectations, then the consumer is delighted. The bigger the gap between the consumer’s expectation

These attributes are called evaluative criteria as they are the dimensions on which brands are evaluated. Evaluative criteria are the different dimensions, features, or benefits that a consumer looks for in an answer to a specific problem. While functional attributes are common, evaluative criteria can also be emotions and the reactions of important members of a reference group. Before buying a computer, you might be concerned with cost, speed, memory, operating system, display, and warranty. These would be your evaluative criteria. Another person could make the same purchase but with an entirely different set of evaluative

Hence, consumers desire fluoride, which is the evaluative criteria, in their toothpaste to reduce cavities which is the benefit. Marketers find it more effective to promote brand benefits rather than or in addition to the evaluative criteria, since it is the benefit that the consumer is after for. Evaluative criteria may vary in type, number, and importance. The type of evaluative criteria a consumer uses during decision making varies from tangible cost and performance features to intangible factors like style, taste, prestige, generated feelings, and brand image.
For quite simple products like toothpaste, soap, or facial tissue, only a relatively few evaluative criteria is used by the consumer. In contrast, the purchase of an automobile, smartphone, or house may involve various criteria. Individual characteristics like product familiarity and age, and situational characteristics like time pressure can also influence how many evaluative criteria a consumer will