When a consumer bases a purchase decision on the rule, s/he takes into account the relative importance of positively- rated attributes; that is, "brand ratings" on each attribute are intuitively multiplied by their importance weights.
A) weighted additive rule
B) noncompensatory rule
C) simple additive rule
D) attribute preference rule
E) conjunctive rule

Question

Quizplus · Accepted Answer

The weighted additive rule involves multiplying brand ratings by their importance weights to make a decision, considering the relative importance of each attribute.

When a Consumer Bases a Purchase Decision on the Rule