The consumer chooses the best brand on the basis of its perceived most important attribute when using this decision rule.
A) choice heuristic
B) timing
C) noncompensatory heuristic
D) elimination-by-aspects heuristic
E) lexicographic heuristic

Question

Quizplus · Accepted Answer

The lexicographic heuristic is a decision rule in which the consumer chooses the best brand based on its perceived most important attribute. This means that the consumer prioritizes one attribute over others and only considers brands that excel in that attribute. This is a noncompensatory decision rule because the consumer does not consider other attributes or trade-offs. Therefore, the best choice is E, the lexicographic heuristic.

The Consumer Chooses the Best Brand on the Basis of Its