Question: Can you replicate Richards decision-making process as he chose a TV brand for other consumers or other products? Create a grid for a different product

Can you replicate Richard’s decision-making process as he chose a TV brand for other consumers or other products? Create a grid for a different product category that lists available brands and the features each offers. Present this grid to several respondents and ask each to talk aloud as they evaluate their options. Based on their description, can you identify which decision rule they seem to use?

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