Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion and requires that all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Question

Quizplus · Accepted Answer

Using the elimination-by-aspects rule, the consumer ends up with a choice that has all the desired features of all the other alternatives, plus one more.

Which Decision Rule Requires the Consumer to Rank the Evaluative