Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice

Question

Quizplus · Accepted Answer

Attribute-based choice requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.

Joseph Is Considering the Purchase of a Computer, and He