Of the Non-Compensatory Decision Rules, the _____ Is When the Consumer

Multiple Choice

Of the non-compensatory decision rules, the _____ is when the consumer ranks the attributes in terms of perceived relevance or importance and then compares the various alternatives in terms of the single attribute that is considered most important.

A) conjunctive decision rule
B) disjunctive decision rule
C) lexicographic decision rule
D) heuristic