Energy Bar Scenario
Product Nutrition Labels Provide Considerable Information for Consumers

Multiple Choice

Energy Bar Scenario
Product nutrition labels provide considerable information for consumers. For example, a consumer deciding among the many brands of energy bars might compare three offerings: Clif Bar, Larabar, and ProBar. The most important attribute for this consumer is protein content, followed by calories, taste, sugar, price, and fat content. This consumer would like an energy bar with a high protein content but low in calories, sugar, fat, and price that also tastes good. Information is easily found on nutrition labels for all but the taste attribute. This information is summarized in the following table:
$\begin{array}{llll}\begin{array}{l}\text { Attributes in order of } \\\text { importance }\end{array} & \text { Clif Bar } & \text { Larabar } & \text { ProBar } \\\text { Protein } & 10 \text { grams } & 5 \text { grams } & 8 \text { grams } \\\text { Calories } & 250 & 190 & 350 \\\text { Taste } & ? & ? & ? \\\text { Sugar } & 13 \text { grams } & 17 \text { grams } & 14 \text { grams } \\\text { Price } & \$ 1.13 & \$ 1.25 & \$ 2.50 \\\text { Fat } & 2 \text { grams } & 9 \text { grams } & 8 \text { grams }\end{array}$
-Refer to Energy Bar Scenario. This consumer is evaluating the three brands across a set of traits for this product. Which type of evaluation is this consumer using?

A) affect-based
B) brand-based
C) attribute-based
D) rationally-based