te Font v Paragraph Styles Dictate Sensitivity HP Consumer Perceptions* Compaq Dell IBM Toshiba Evaluative Winbook Criteria Price 5 3 Weight 3 4 Processor 5 5 Battery life 1 3 After-sale 3 3 Support Display 3 3 Quality *1=very poor; 5=very good. 3 5 5 1 4 4 4 2 3 3 1 4 5 5 3 3 5 3 3 Conjunctive Decision Rule: meet all minimum requirements Price Weight Processor Battery life After-sale support Display quality Which brand)? Disjunctive Decision Rule: meet any minimum requirement 5 Price Weight Processor Battery life After-sale support Display quality Not critical Not critical Not critical 5 Which brand(s)? Elimination-by-Aspects Decision Rule: Rank order first and cutoff point for each Rank Cutoff Point Price Weight 2 Processor 3 Battery life After-sale support 5 Display quality Which brand? 3 4 4 3 The Lexicographic Decision Rule: Rank order as above and pick the brand which performs the best on the most important attribute. Which Brand? Page 3 of 3 424