When using a ____ model,consumers choose the brand that has the greatest number of positive features relative to the negative features.
A) attribute
B) classification
C) compensatory
D) noncompensatory
E) brand

Question

Quizplus · Accepted Answer

The compensatory model takes into account both the positive and negative attributes of a brand and allows consumers to weigh each attribute based on its importance. Consumers choose the brand that has the greatest overall score, even if it may have some negative features. This is in contrast to the noncompensatory model, where a brand may be rejected if it has any negative features, regardless of its positive attributes. Attribute and classification models are different types of noncompensatory models, while brand is not a model but rather a specific product or service.

When Using a ____ Model,consumers Choose the Brand That Has