In a _____, the brand that has the best overall score, attribute goodness times importance summed across all of the brand's attributes, is the one consumers choose.
A) brand-equivalent model
B) resistive model
C) compensatory model
D) noncompensatory model
E) brand-compliant model

Question

Quizplus · Accepted Answer

The compensatory model takes into account both attribute goodness and importance, allowing consumers to choose the brand with the highest overall score even if it is not the best in every attribute.

In a _____, the Brand That Has the Best Overall