One way for a salesperson to influence the evaluation of a buyer using the multi-attribute model is to attempt to alter the importance weights.

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The multi-attribute model allows buyers to evaluate different alternatives based on various attributes and their importance weights. Salespeople can attempt to influence the evaluation by altering the importance weights assigned to certain attributes, which can change the overall score of an alternative and influence the buyer's decision.

One Way for a Salesperson to Influence the Evaluation of a Buyer