In a(n) ________, the consumer ranks a product's attributes in terms of perceived relevance or importance, then compares the various alternatives in terms of the single attribute that is considered most important. When two or more alternatives are comparable for the most important attribute, the consumer rates those alternatives on the basis of the second most important attribute.
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

The lexicographic decision rule is a consumer decision-making process where products are evaluated and compared based on the most important attribute. If products are equal on that attribute, the next most important attribute is considered, and so on.

In A(n) ________, the Consumer Ranks a Product's Attributes in Terms