Which Decision Rule Requires the Consumer to Rank the Evaluative

Multiple Choice

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion and requires that all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?

A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory