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What Is Lexicographic Decision Rule? |
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Answer» In this rule the CONSUMER initially ranks the attributes in terms of perceived RELEVANCE or importance. Later he compares different ALTERNATIVES in terms of the single attribute that is considered most important. On this top ranked alternative, regardless of the score on any other attribute, if one option scores sufficiently high it is selected and the PROCESS ends. In this rule the consumer initially ranks the attributes in terms of perceived relevance or importance. Later he compares different alternatives in terms of the single attribute that is considered most important. On this top ranked alternative, regardless of the score on any other attribute, if one option scores sufficiently high it is selected and the process ends. |
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