When information about some attributes is missing, consumers tend to weight the criteria that are common to both alternatives quite heavily in the evaluation.

Question

Quizplus · Accepted Answer

This is true according to the theory of compensatory decision making. When there is missing information about some attributes, consumers rely more heavily on the criteria that are common to both alternatives. This helps them make a decision based on the available information.

When Information About Some Attributes Is Missing, Consumers Tend to Weight