Consumers who use Yelp reviews to measure the tradeoff between quality and price of different restaurants are using what type of consumer decision rule? Multiple Choice noncompensatory multiattribute heuristic compensatory determinant

Compensatory

Explanation:

Compensatory decision rule can be evaluated as when the consumer is evaluating alternatives and trades off one characteristics against another, such that good characteristics compensate for the bad ones.

There is tremendous opportunity in influencing consumers at the alternative evaluation and selection phase. This phase, along with research, is often the most time consuming in the decision making process.

Compensatory rule dictates that a consumer makes decision in terms of each relevant attribute and computes a weighted or summated score for each brand.

answer; test-retest;

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