Lisa plans to buy herself a sewing machine for sewing dresses for her daughters. She evaluates different brands of the product and decides that she should get the one which makes the least noise as that would allow her to work while her children are asleep. She finally buys the one which is the quietest. Which of the following is most likely to account for Lisa's choice of sewing machine?

Question

BlackTom AI · Accepted Answer

The scenario describes Lisa evaluating sewing machines and choosing the one that is the quietest because it enables her to work while her children are asleep. This indicates she is ranking options based on a single most important attribute (noise level) and selecting the option that scores best on that attribute, rather than combining multiple attributes or using a preset cutoff. Now, let's examine each rule.

Option 1: Compensatory rule
This rule would involve trade-offs where a worse value on one attribute could be compensated by a better value on another attribute. For example, a machine with higher noise could be offset by some advantage in speed or price. Since Lisa is not weighing multiple attributes against each other and is prioritizing the quietest option above all else, this compensatory approach does not fit her behavior.

Option 2: Conjunctive rule
In a conjunctive rule, an option must meet minimum acceptable levels on all important attributes; if it fails any one of them, it is rejected. The description does not mention several minimum thresholds that must be met; rather, she selects the quietest machine among candidates, focusing on a single dimension. Therefore, this option does not align with the scenario.

Option 3: Lexicographic rule
Under a lexicographic rule, decision-makers compare options on the most important attribute first; if there is a tie, they move to the next most important attribute, and so on. Here, the most important attribute is noise (quietness). Lisa ranks machines by how quiet they are and chooses the quietest one, which perfectly matches the lexicographic approach.

Option 4: Elimination-by-aspects (EBA) rule
EBA involves listing attributes, setting cutoffs for each, and eliminating options that fail to meet the cutoff on any attribute, often in a fixed order of importance. While similar to selecting on a single attribute, EBA typically requires an ordered set of attributes and explicit cutoffs, plus a process of elimination across attributes. The description emphasizes choosing the quietest rather than a sequential elimination based on multiple cutoffs, so this is not the best fit.

Option 5: Disjunctive rule
The disjunctive rule sets acceptable levels on multiple attributes and accepts any option that meets at least one of these acceptable criteria. Since Lisa’s choice hinges on a single attribute (quietness) rather than satisfying at least one among several tolerable criteria, this rule is not appropriate for her behavior.

In summary, the behavior described aligns most closely with the lexicographic rule, where the top priority attribute drives the choice, and ties would be broken by the next attribute if needed. The other rules require multi-attribute trade-offs, minimum cutoffs, or disjunctive acceptability that do not match this scenario.

MKTG-2910-2 CB quiz 13

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