Chap016-4

# Which decision rule requires the consumer to rank the

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75. Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory 76. Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed \$20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using? 16-15

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Chapter 16 - Alternative Evaluation and Selection 77. Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? 78. Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule? 79. Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory 16-16
Chapter 16 - Alternative Evaluation and Selection 80. Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule? 81. Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen? 82. The multiattribute model is which type of decision rule? 83. Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory 16-17
• Spring '16
• Decision Making, Bounded rationality, Alternative Evaluation and Selection

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