Decision Making Excercise
Decision Making Excercise
Task, Part 1
Mark G: elimination-by-aspects
Kathryn W: disjunctive
Patricia L: lexicographic
Kelsey K: compensatory
Laura M: elimination-by-aspects
Ron J: conjunctive
Bruce F: compensatory
Meghan E: disjunctive
Mike J: lexicographic
Doris A: conjunctive
Task, Part 2
Conjunctive rule: consumers using the conjunctive model are most likely to buy Brand D, because it is the only brand that has a brand score of 4 for all product attribute cutoff points. The other brands do not make ALL cutoff points.
Disjunctive rule: consumers using the disjunctive model are most likely to buy Brand C, because it is the only brand that has a score of 10 on ANY product attribute point.
Lexicographic rule: consumers using the lexicographic model are most likely to buy Brand D, because they will make a decision based off of their highest importance of attribute, which Brand D and Brand A are tied. From this, they will continue to their next highest importance attribute from these two brands, which is Price, and Brand D rates higher on price than Brand A.
Elimination-by-Aspects Rule: consumers using the elimination-by-aspects model are most likely to buy Brand A, because they will choose Brand A and Brand D until they get to weight, and Brand D only scores a 4 when it comes to weight, so they will go with Brand A.
Compensatory Rules: consumers using the compensatory model are most likely to buy Brand B, because when multiplying the attribute weight by the brand rating and then adding up the totals, Brand B wins with a score of 650. The other brand’s ratings are Brand A: 550, Brand C: 520, and Brand D: 615.
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