In a(n) ________, the consumer establishes a separate, minimally acceptable level as a cutoff point for each brand attribute he or she is considering.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question

Quizplus · Accepted Answer

In a conjunctive decision rule, the consumer sets a minimum acceptable level for each attribute and eliminates any option that does not meet all the minimum criteria.

In A(n) ________, the Consumer Establishes a Separate, Minimally Acceptable