Assertion: consumer | /r/CapableOf | evaluate brand
Facets:
Source sentences:
text: Consumers who are less knowledgeble about a category tend to evaluate a brand based on its functional characteristics.
text: Functional magnetic resonance imaging (fMRI) shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences), rather than information (brand attributes, features, and facts).
text: Neuro-imaging studies suggest that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).