Question: If a consumer makes their final decision as to what brand to buy based on the brands' relative values on a single attribute, ignoring the

If a consumer makes their final decision as to what brand to buy based on the brands'
relative values on a single attribute, ignoring the brands' values on all other
attributes; this is called a
decision rule.
comparative
simplistic
unitary
noncompensatory
compensatory
If a consumer makes their final decision as to what brand

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