Students need to determine which is the best brand choice for consumers using different decision rules, namely compensatory, conjunctive, disjunctive, lexicographic and elimination-by-aspects rules.
Sorry, this teaching activity and/or solution is exclusive for Members of Great Ideas for Teaching Marketing (GITM).
If you are already a GITM Member, then please Log In below to access this activity and solution.
If you are not a Member, please find out about the benefits of becoming a GITM Member. Otherwise, simply browse the 200 plus free teaching activities available on Great Ideas for Teaching Marketing.