In comparing noncomparable alternatives with an alternative-based strategy,consumers develop a(n)
A) affective judgment about the product category and then subtract from each of the products, attribute by attribute.
B) additive differential strategy.
C) decision calculus strategy.
D) overall evaluation of each option, and make decisions using a compensatory or affective strategy.
E) decision about each attribute, and make decisions using a compensatory or affective strategy.

Question

Quizplus · Accepted Answer

With an alternative-based strategy, consumers make an overall evaluation of each option and then make a decision using a compensatory or affective strategy. This is the most common approach that consumers use when comparing noncomparable alternatives. Option A, subtracting from each of the products attribute by attribute, is known as the lexicographic strategy, which is a form of attribute-based decision making. Option B, additive differential strategy, is another form of attribute-based decision making, where consumers rate each option on each attribute and then calculate a numerical difference between the scores. Option C, decision calculus strategy, is a complex approach that involves calculating the expected value of each option based on probability and payoff information. Option E, decision about each attribute, and make decisions using a compensatory or affective strategy involves making a decision for each attribute and then weighting them based on their importance.

In Comparing Noncomparable Alternatives with an Alternative-Based Strategy,consumers Develop A(n)