Suppose That Consumers Assign a -3 Rating to "Very Low

Multiple Choice

Suppose that consumers assign a -3 rating to "very low price" on Fishbein's evaluative measure. In this case, you should conclude that:

A) price is unimportant.
B) the product should not have a very low price.
C) the product should have a very high price.
D) B and C
E) Can't tell without information.