Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Question

Quizplus · Accepted Answer

The compensatory decision rule tends to be the most time consuming and mentally taxing; consumers often find it difficult to consider more than a few attributes at a time in the tradeoff process.

Which Decision Rule States That the Brand That Rates Highest