6. What is the difference between perceptual and underlying attributes? How are they related to one another?

7. *At what level do product comparisons across features or attributes take place according to the product categorization approach? What examples can you think of for product comparisons at this level?

11. Compare websites for major auto manufacturers such as Honda.com and Toyota.com. How helpful do you consider the websites to be for alternative evaluation? What aspects of the websites did you like?

13. In what ways do your friends influence the types of information that you seek about products? Think of a time when a friend led you to consider specific information about a product that you hadnt previously considered. How did this affect your decision making?

15. The next time you go shopping, take note of all the green products you find in the store. How are these products promoted? Do you think theyre as effective as other products? Why or why not?

Based on Consumer Behavior 8th Edition by Babin + Harris. Chapter 13: Alternative Evaluation and Choice