A chart depicting the rating of Toyota, Honda, Nissan in terms of mileage, style, price, and accessories

Note: The numbers are based on a 10-point scale, 1 being very poor and 10 being very good.
-Dan chooses a Toyota despite the fact that it is much more expensive than the other two cars.He is convinced that higher price ensures better quality.This notion reflects the concept of:
A)a compensatory decision rule.
B)an external locus of control.
C)decision heuristics.
D)determinant attributes.
E)a noncompensatory decision rule.

Question

A chart depicting the rating of Toyota, Honda, Nissan in terms of mileage, style, price, and accessories

Note: The numbers are based on a 10-point scale, 1 being very poor and 10 being very good.
-Dan chooses a Toyota despite the fact that it is much more expensive than the other two cars.He is convinced that higher price ensures better quality.This notion reflects the concept of:
A)a compensatory decision rule. 
B)an external locus of control. 
C)decision heuristics. 
D)determinant attributes. 
E)a noncompensatory decision rule.

Quizplus · Accepted Answer

Dan's decision to choose Toyota based solely on its higher price reflecting better quality reflects the use of decision heuristics, specifically the price-quality heuristic. This is a mental shortcut where consumers automatically assume that higher priced products are of higher quality.

A Chart Depicting the Rating of Toyota, Honda, Nissan in Terms