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Boris skydives from a plane and gets tangled in a tree, hopelessly suspended and swinging precariously in his parachute from the branches of the tree. Natasha sees that he is in trouble and comes to his rescue. Once Boris is safely on the ground, he gratefully promises to give Natasha half of his life savings account. When he changes his mind, Natasha will probably be unsuccessful in enforcing his promise.
Conjunctive Rule
A decision rule used in consumer behavior that entails choosing items that meet all of a predetermined set of criteria.
Weighted Additive Rule
This rule is a decision-making strategy where alternatives are evaluated by multiplying each attribute's importance weight by its quantitative value, then summing these products to determine the best option.
Compensatory Rule
A decision rule used in consumer choice where the negative aspects of a product can be compensated by its positive aspects.
Price-Quality Relationship
The perceived association between the cost of a product or service and its quality, influencing consumer decision-making.
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