7. Taking Control of Criteria of Purchase

If the finite nature of the customer’s cognitive capacity defines the outer boundary of the playing field on which brands compete, then the customers’ criteria for making a purchase are the inside lines. Cars may be rated on criteria such as performance, safety, sportiness, fuel efficiency, reliability, and environmental friendliness; running shoes on appearance, ability to improve performance, and arch support; medications on efficacy, speed, convenience, and absence of side effects; luggage on strength, weight, and durability; and computers on speed, memory, user-friendliness, and design. Nike, Tide, and Pampers are ranked high on performance, Volvo on safety, the Toyota Prius on environmental friendliness, ...

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