If a consumer is following the lexicographic rule in her decision making,than she would select a brand that is the best on the most important attribute.

Question

Quizplus · Accepted Answer

The lexicographic rule states that the consumer will select the brand that performs the best on the most important attribute, and only consider other attributes if there is a tie on the primary attribute. Therefore, if a consumer is following the lexicographic rule, they would select a brand that is the best on the most important attribute.

If a Consumer Is Following the Lexicographic Rule in Her