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:

Reassure

To give support or confidence to someone, often by providing them with assurances or alleviating their fears or concerns.

Machiavellian Leader

A leader who manipulates and deceives for personal gain, often disregarding ethical standards.

Ideological Commitment

The strong adherence to a particular set of ideals, beliefs, or political doctrines, often influencing one's behavior and actions.

Position Approach

A leadership perspective focusing on the leader's role and authority rather than their personal characteristics.