A Consumer Is Deciding Which Television to Purchase and Has

question 66

Essay

A consumer is deciding which television to purchase and has identified the determinant attributes and their importance as well has his beliefs of how the three brands he's considering perform on each attribute. Given the following information, answer the questions that follow.
(a) Assuming a minimum cutoff point of 5, use the conjunctive rule to determine the brand that will be selected. Explain your answer.
(b) Assuming a minimum cutoff point of 9, use the disjunctive rule to determine the brand that will be selected. Explain your answer.
(c) Use the lexicographic rule to determine the brand that will be selected. Explain your answer.
(d) Assuming a minimum cutoff point of 5, use the elimination-by-aspects rule (EBA) to determine the brand that will be selected. Explain your answer.
$\begin{array}{lllll}\text { Attribute } & \text { Importance } & \text { Brand A } & \text { Brand B } & \text { Brand C } \\\text { Picture quality } & 10 & 5 & 10 & 6 \\\text { Low price } & 7 & 8 & 3 & 7 \\\text { Warranty } & 5 & 4 & 4 & 8 \\\text { Service } & 6 & 4 & 6 & 8\end{array}$

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Definitions:

Moral Obligation

A sense of duty or ethical responsibility not enforceable by law but considered binding in personal or social contexts.

Nominal Consideration

A token amount shown in a contract to indicate that a contract exists, often used to satisfy the legal requirement for a contract to be binding but not intended as a true economic value exchange.

New Car

Refers to a vehicle that has not been previously registered and comes directly from a dealership or manufacturer.

Brother

A male sibling or a man or boy in relation to other sons and daughters of his parents.