This document discusses different concepts related to how consumers make choices and evaluate products, including: 1) Consumers have bounded rationality and may make choices based on feelings over detailed attributes. They also use attitudes, intuitions, and heuristics. 2) Evaluative criteria can be tangible or intangible and measured factors are used to compare brands. Criteria have relative importance. 3) Different decision rules are used by consumers, including conjunctive, disjunctive, elimination-by-aspects, and lexicographic, which involve minimum thresholds, alternatives, ranking attributes by importance, or adding scores.