In A(n) ________, the Consumer Establishes a Separate, Minimally Acceptable

Multiple Choice

In a(n) ________, the consumer establishes a separate, minimally acceptable level as a cutoff point for each brand attribute he or she is considering.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule