With the additive difference model,
A) judgments are made on the basis of schema-consistent information.
B) consumers choose the brand with the greatest number of positive features.
C) brands are compared by attribute, two at a time.
D) negative information leads to the immediate rejection of the brand or service from the consideration set.
E) consumers evaluate one brand at a time.

Question

Quizplus · Accepted Answer

The additive difference model is also known as the attribute-based model, which is used to compare brands by attribute, two at a time. Consumers evaluate the difference between two brands on a particular attribute and their evaluation of the brand is based on the sum of the attribute differences between the brands. Therefore, option C is the correct choice. Options A, B, D, and E are incorrect as they do not accurately describe the additive difference model.

With the Additive Difference Model