Using which rule does the consumer set minimum mental cutoff points for various features and rejects any product that fails to meet or exceed this cutoff point across all features?
A) compensatory
B) conjunctive
C) conjoint
D) lexicographic

Question

Quizplus · Accepted Answer

This rule is known as the conjunctive rule, where the consumer sets a minimum cutoff point for each feature and only selects products that meet or exceed that cutoff for all features. In other words, all features are equally important and none can be compromised on, hence the conjunctive rule. The compensatory rule allows for trade-offs across features, the conjoint rule involves evaluating products based on multiple combinations of features, and the lexicographic rule involves selecting the product with the highest score on the most important feature, regardless of the scores on other features.

Using Which Rule Does the Consumer Set Minimum Mental Cutoff