When a consumer selects a brand according to the alternative that scores highest on a single attribute deemed most important, he/she is using which decision rule?

Name: When a consumer selects a brand according to the alternative that scores highest on a single attribute deemed most important, he/she is using which decision rule?
Brand: Quizplus
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Question

Quizplus · Accepted Answer

The lexicographic decision rule involves selecting the brand that scores highest on the most important attribute, focusing on a single attribute to make the decision.

When a Consumer Selects a Brand According to the Alternative