Compare and contrast the three types of .

, and discuss the two types.

Amelia is a marketing researcher and conducts studies to determine which evaluative criteria consumers use in a , their judgments of brand performance on specific criteria, and the relative

Explain the difference between a compensatory decision rule and a noncompensatory decision rule.

Think of a you (or your family) have made.Identify from the decision rules discussed in the text the specific rule you used (or combination of rules), define that rule, and describe how you used that rule to select the alternative that you purchased.If you cannot think of a in your life, explain the decision rule you would use to make a major purchase decision (e.g., purchasing a car, computer, home, etc.).