When a consumer bases a purchase decision on the ________ rule,s/he takes into account the relative importance of positively-rated attributes; that is,"brand ratings" on each attribute are intuitively multiplied by their importance weights.
A) noncompensatory rule
B) weighted additive rule
C) attribute preference rule
D) simple additive rule

Question

Quizplus · Accepted Answer

The description matches the weighted additive rule, where the importance of different attributes is considered and multiplied by their brand ratings to determine overall brand preference. The other options do not take into account attribute importance or use multiplication in their decision-making process.

When a Consumer Bases a Purchase Decision on the ________