Which Decision Rule Requires the Consumer to Rank the Evaluative

question 32

Multiple Choice

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion and requires that all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?

• A) conjunctive
• B) disjunctive
• C) lexicographic
• D) elimination-by-aspects
• E) compensatory

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Definitions:

Behavior

The actions or reactions of an object or organism, usually in relation to the environment.

Ethical Behavior

Ethical behavior relates to actions that are consistent with what society and individuals typically think are good values, involving honesty, fairness, and integrity.

American Psychological Association

The leading scientific and professional organization representing psychology in the United States, with the aim to advance and disseminate psychological knowledge for the betterment of people.

Obedience Studies

Research in psychology that examines how people comply with orders from authority figures, often associated with experiments by Stanley Milgram.