If a consumer selects a brand that performs best on the most important attribute for that product, which decision rule is s/he using:
A) elimination- by- aspects rule
B) conjunctive rule
C) lexicographic rule
D) weighted additive rule
E) attribute preference rule

Question

Quizplus · Accepted Answer

The lexicographic rule involves choosing the brand that performs best on the most important attribute.

If a Consumer Selects a Brand That Performs Best on the Most