When a consumer bases a purchase decision on the ________ rule, one takes into account the relative importance of positively-rated attributes.
A) non-compensatory rule
B) weighted additive rule
C) attribute preference rule
D) simple additive rule

Question

Quizplus · Accepted Answer

The weighted additive rule is a non-compensatory rule that takes into account the relative importance of positively-rated attributes.

When a Consumer Bases a Purchase Decision on the ________