2 points Marketers use conjoint analysis to determine what attributes are important to consumers because consumers are often unable to articulate attribute importances consumers are always willing to articulate attribute importances consumers find it easy to make tradeoffs between attributes consumers care more about attributes than benefits Moving to another question will save this response. 32 Question 7 of 50 One of the key problems in the PSI case was that Maya's price was: used by consumers to make quality inferences higher than consumers' reference price for contraceptive pills the most important attribute for consumers considered unfair by consumers