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Table 11-6
Consider the city of Widgetapolis with only four residents, John, James, Mary, and Lydia. The four residents are trying to determine how many hours to spend in cleaning up the public lake. The table below shows each resident's willingness to pay for each hour of cleaning.
-Refer to Table 11-6. Suppose the cost to clean the lake is $32 per hour and that the residents have agreed to split the cost of cleaning the lake equally. It would maximize Mary's surplus if 3 hours of cleaning is done.
Evaluative Criteria
The standards or benchmarks that consumers use to compare and judge products or services during the decision-making process.
Objective Attributes
Features or characteristics of a product or service that can be quantitatively measured.
Subjective Attributes
Characteristics of an object, service, or product assessed based on opinions, feelings, and experiences rather than objective measures.
Unbiased Purchase Decision
A buying decision made by consumers based on objective information and without undue influence from marketing or personal biases.
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