Choosing a product on the basis of its having the largest number of positive attributes is typically the case when a consumer is using the:
A) conjunctive rule.
B) elimination-by-aspects rule.
C) simple additive rule.
D) attribute preference rule.

Question

Quizplus · Accepted Answer

The simple additive rule involves evaluating each alternative by summing up all its positive attributes, without considering any negative attributes. This approach assumes that the consumer considers all attributes and adds up the positives to make a decision, which aligns with the description given.

Choosing a Product on the Basis of Its Having the Largest