Changing importance weights is difficult because
A) it involves the addition of a new benefit.
B) importance weights reflect customers' personal values.
C) many customers make purchases based on a single attribute.
D) the retailer needs to improve performance on all benefits.
E) the retailer has to include a wide range of fair trade merchandise.

Question

Quizplus · Accepted Answer

Typically, changing importance weights is harder than changing performance beliefs because importance weights reflect customers' personal values.

Changing Importance Weights Is Difficult Because