Of the non-compensatory decision rules, the _____ is when the consumer ranks the attributes in terms of perceived relevance or importance and then compares the various alternatives in terms of the single attribute that is considered most important.
A) conjunctive decision rule
B) disjunctive decision rule
C) lexicographic decision rule
D) heuristic

Question

Quizplus · Accepted Answer

The lexicographic decision rule involves the consumer ranking attributes in terms of perceived importance and selecting the alternative that performs best on the most important attribute. It is a non-compensatory decision rule, which means that a low level of performance on one attribute cannot be compensated for by a high level of performance on another attribute. The conjunctive decision rule involves setting minimum acceptable levels for each attribute and selecting alternatives that meet or exceed those levels. The disjunctive decision rule involves setting a minimum acceptable level for any one attribute and selecting alternatives that meet or exceed that level. A heuristic is a mental shortcut or rule of thumb used to simplify decision making.

Of the Non-Compensatory Decision Rules, the _____ Is When the Consumer