When Brands in Consumers' Consideration Set Are Similar in Attractiveness

question 35

Multiple Choice

When brands in consumers' consideration set are similar in attractiveness, they must put more effort into making a decision and will more likely use a(n) _____.

• A) high-elaboration model
• B) compensatory model
• C) associative model
• D) cutoff model
• E) low-elaboration model

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Definitions:

Central Location

A statistical term referring to the center or typical value of a distribution, often measured by the mean, median, or mode.

Ordinal

Relating to an order or sequence; typically referring to data that can be ranked but the intervals between values are not uniform.

Negatively Skewed

Describes a distribution of data where the tail on the left side of the distribution is longer or fatter, indicating that the bulk of the values are concentrated on the right.

Proportion

A statistical measure indicating the fraction of a whole that is made up by a certain characteristic or subset.