Answer to Question 1
b
Answer to Question 2
Attributes are features or aspects of advertised brands. Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands. Attributes reside in brands, whereas consequences are experienced by consumers as a result of brand acquisition and usage. Values represent those enduring beliefs people hold regarding what is important in life. They pertain to end states that people desire in their lives; they transcend specific situations, and they guide selection or evaluation of behavior. In general, values determine the relative desirability of consequences and serve to organize the meanings for products and brands in consumers' cognitive structures. Brand attributes and their consequences are not sought per se, but rather are desired as means to achieving valued end states. From the consumer's perspective, the ends (values) drive the means (attributes and consequences).
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