9-46 Can you replicate Richard’s decision-making process as he chose a TV brand for other consumers or other products?

Create a grid for a different product category that lists available brands and the features each offers. (Hint:

Product Web sites for computers, cars, and other complex products often generate these grids when they allow you to choose the “compare products” option.) Present this grid to several respondents and ask each to talk aloud as they evaluate their options. Based on their description, can you identify which decision rule they seem to use?