In A(n) ________, the Consumer Ranks a Product's Attributes in Terms

question 53

Multiple Choice

In a(n) ________, the consumer ranks a product's attributes in terms of perceived relevance or importance, then compares the various alternatives in terms of the single attribute that is considered most important. When two or more alternatives are comparable for the most important attribute, the consumer rates those alternatives on the basis of the second most important attribute.

• A) lexicographic decision rule
• B) affect referral decision rule
• C) disjunctive decision rule
• D) conjunctive decision rule
• E) cognitive decision rule

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