Using which decision rule do consumers select an option that performs best on the most important attribute to that consumer?
A) conjunctive rule
B) disjunctive rule
C) lexicographic rule
D) primary rule
E) compensatory rule

Question

Quizplus · Accepted Answer

The lexicographic rule is a non-compensatory rule where consumers prioritize the most important attribute and select the option that performs the best on that attribute. If two options perform equally well on the most important attribute, the consumer moves on to the second most important attribute and repeats the process until a single option is selected. This rule is appropriate when the most important attribute is non-negotiable for the consumer and must be satisfied.

Using Which Decision Rule Do Consumers Select an Option That