Peter is buying a big screen TV. He decides that price determines 50% of the decision, the brand name is 20%, the actual screen size is 20%, and the weight of the product is 10%. This process of weighting attributes is used:
a. in the compensatory model of decision making and can be somewhat useful for noncompensatory decisions.
b. to value determinant attributes only in the decision-making process
c. only in noncompensatory decision to eliminate choices, but it is very useful to systematically reduce the number of factors
d. in determining the evoked set of brands
Answer: A
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