The attitude-toward-the-object model is an example of which type of consumer choice decision rule?
A) compliance
B) superordinate
C) subordinate
D) noncompensatory
E) compensatory

Question

Quizplus · Accepted Answer

The attitude-toward-the-object model is a compensatory decision rule where consumers consider all attributes of a product and balance their positive and negative attitudes towards it to arrive at an overall evaluation. This means that consumers are willing to trade off one positive attribute for a negative one or vice versa.

The Attitude-Toward-The-Object Model Is an Example of Which Type of Consumer