Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Question

Quizplus · Accepted Answer

If two or more brands tie on this attribute, they are evaluated on the second most important attribute.

Which Decision Rule Requires the Consumer to Rank the Criteria