Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory

Question

Quizplus · Accepted Answer

The compensatory decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen.

Joanne Is Considering the Purchase of a Microwave Oven and Has