ree groups with respect to the intensity of feeling toward the evaluative criteria. The largest of these three groups was comprised of the 10 individuals who accorded a significance of eight (8) or higher to at least five (5) of the evaluative factors. The individuals in this classification indicated by their responses that they have a relatively comprehensive idea about what they want in a paste dentifrice. The second largest of the three groups was comprised of the seven (7) individuals who accorded a significance of (8) or higher to three (3) or fewer of the evaluative criteria. The individuals in this classification indicated by their responses that they evaluate competing paste dentifrices on the basis of just one to three factors that are of particular importance to them. The third classification was comprised of the three i
...