With the ________, the consumer chooses the best brand on the basis of its perceived most important attribute.
A) lexicographic heuristic
B) conjunctive heuristic
C) elimination-by-aspects heuristic
D) availability heuristic
E) representativeness heuristic

Question

Quizplus · Accepted Answer

In the lexicographic heuristic, the consumer first identifies the most important attribute and then chooses the brand that performs the best on that attribute. Therefore, the consumer only considers the attribute they perceive as the most important and ignores other attributes. This is different from the conjunctive, elimination-by-aspects, availability, and representativeness heuristics, which take into account multiple attributes or rely on mental shortcuts.

With the ________, the Consumer Chooses the Best Brand on the Basis