When brands in consumers' consideration set are similar in attractiveness, they must put more effort into making a decision and will more likely use a(n) _____.
A) high-elaboration model
B) compensatory model
C) associative model
D) cutoff model
E) low-elaboration model

Question

Quizplus · Accepted Answer

When brands in consumers' consideration set are similar in attractiveness, consumers are more likely to use a compensatory model for decision-making. This model allows them to weigh the pros and cons of each option, compensating for weaker aspects of one option with stronger aspects of another.

When Brands in Consumers' Consideration Set Are Similar in Attractiveness