Founded in $2004,$ Yelp is a website$/$service that connects consumers with many types of local businesses. These businesses range from restaurants to dentists to beauty salons. The site has grown tremendously and its international community of users call themselves Yelpers. As of September $2019,$ Yelp had an average of $38$ million monthly mobile web unique visitors and $91\mathrm{.}3$ million monthly desktop unique visitors. Since its inception, Yelpers have written $199$ million reviews. All of these word$-$of$-$mouth reviews are locally indexed, the starting point for Yelp searches. Yelp has grown to be a valuable resource to aid consumer decision making.Many consumer decisions require searching for and evaluating information. This activity is important because marketers must recognize the psychological factors that affect the search process such as past experience, the locus of control, and perceived risk. When consumers evaluate alternatives, they often use decision rules regarding determinant attributes.After evaluation, consumers are typically ready to buy. There are also a number of factors that influence the overall decision process. The goal of this activity is to demonstrate your understanding of the factors as they relate to Yelp.Consumers who use Yelp reviews to measure the tradeoff between quality and price of different restaurants are using what type of consumer decision rule?Multiple Choiceheuristicmultiattributenoncompensatorydeterminantcompensatory