Question

________ is the consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features.

A) Need recognition
B) Information search
C) Evaluation of alternatives
D) Risk perception
E) Adoption rate

Answer 1

The consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features is the adoption rate.

Step-by-step explanation:

The consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features is the E) Adoption rate.

During the adoption rate stage, consumers are making their final decision and evaluating the different alternatives based on the information they have gathered. This is where brand communication plays a crucial role in helping consumers differentiate products based on their tangible (e.g., price, quality) and intangible (e.g., brand reputation, guarantees) features.

For example, advertising can shape consumers' intangible preferences and influence their perception of a product's quality or reputation.