Using the _______ decision rule, customers rank the product attributes by their importance, select the most important attribute, and then pick the brand that scores highest on that attribute.
A) ego-protective
B) lexicographic
C) elimination-by-aspects
D) conjunctive

Question

Quizplus · Accepted Answer

The lexicographic decision rule involves ranking product attributes by importance and selecting the brand that scores highest on the most important attribute.

Using the _______ Decision Rule, Customers Rank the Product Attributes