When a Consumer Bases a Purchase Decision on the Rule

question 12

Multiple Choice

When a consumer bases a purchase decision on the rule, s/he takes into account the relative importance of positively- rated attributes; that is, "brand ratings" on each attribute are intuitively multiplied by their importance weights.

• A) weighted additive rule
• B) noncompensatory rule
• C) simple additive rule
• D) attribute preference rule
• E) conjunctive rule

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Definitions:

Reliability

The ability of a measurement tool to give the same measurement for a given thing every time. Its usefulness partly depends on this attribute.

Validity

The ability of a measurement tool to measure what it purports to measure. A rigid ruler would be reliable; but it would be useless as a measure of temperature.

Gay Men

Adult males who experience romantic and/or sexual attraction to other men, often discussed in the context of social, psychological, and health research.

Lesbian Women

Women who are emotionally, romantically, and/or physically attracted to other women.