Decision Rule Microcases

For each microcase, identify the choice (evaluative) criteria and the decision rule(s) being used. Give specifics for your argument! If I dont agree, but see how you reached your conclusion, you get more credit.

1) Luis was standing in front of the counter where lip balm was displayed, trying to decide which brand to buy. He noticed one product was surprisingly cheaper than the rest and another came in cherry flavor, a flavor he loved. He narrowed his decision down to these two alternatives.

2) Bill was in the market for a new set of tires. He was hoping to buy Michelin tires, but he didn't want to pay more than his budgeted amount. He felt getting Michelin and staying within his budget were equally important. After reviewing the selection at the Michelin dealer, he found only one model within his budget, so he bought a set of that model.

3) Sue was looking for an African Violet for her mother. She didn't have much time, so she chose to shop only at the garden store closest to her house. Her first priority was to get the biggest one could find. She saw several in the biggest size (6" pots). Among these, she chose the one she thought looked healthiest.

4) Tom was also looking for an African Violet. He generally wanted a big one too, but didn't want to pay too much. He felt the ones in the six inch pots weren't worth the extra money and so decided to trade-off price and size and bought a less expensive one in a four inch pot.

5) Beth and Kevin were deciding where to go for dinner. First, they limited their selection to the restaurants within a few blocks of the movie theater (where they were going later). Next, they decided they were in the mood for Mexican, so they narrowed their choices to the two Mexican restaurants near the theater. Finally, they considered which one was all no-smoking, and decided to go to that one.

6) Samantha was just about to graduate from DU and was deciding between the job offer in New York and the one in San Francisco. The pay was better in New York, but she felt San Francisco would be more fun. She also had more relatives on the west coast than on the east coast. Of course, the possibility of another California earthquake was somewhat disturbing. After further contemplation of the advantages and disadvantages of each, she decided to go to San Francisco.

7) Keenan wanted to buy a briefcase for his friend. He knew his friend would like a black one, with real leather and gold (colored) trim. Keenan's time was limited, so he decided he would buy the briefcase that best fit these requirements at the Cherry Creek Mall. He found three black, leather, gold-trimmed briefcases. One was nicer than the other two but more expensive as well. He wanted his friend to feel great about the gift, so he bought the nicest one.

found three black, leather gold-trimmed briefcases. One was nicer than the other two but more expensive as well. He wanted friend to feel great about the gift, so he bought the nicest one. Identifying Decision Rules Trade-Offs? Yes Compensatory No Ranking? Satisfy All Attributes or Any One No Attribute? A All Any One Conjunctive Disjunctive Yes "Best of" or Meet Standard? Best Lexicographic Meet Std EBA