MARK20100 Lecture Notes - Lecture 8: Comparative Advertising
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3: depends on model you"re using, different models result in different choosing. Conjunctive model: identify worst attribute of each alternative, choose the alternative with the highest value, in model above, 8 is the highest value, so the answer is b, considered cautious decision strategy because involves picking. Minimizes any chance in getting stuck with product with best of the worst really bad feature. Disjunctive model (descending ceiling: consider only selected attribute(s, choose alternative with the highest value, selected attribute: price, side note: doesn"t seem to make a lot of sense, so answer is d. Lexicographic model: identify most important attribute, choose alternative with highest rating, if tie, go to next most important attribute, so have to look into the mind of the consumer, ex: step 1: handling. Step 3: 2nd style a wins. So choose b because highest weighted sum.
