Aden is looking to purchase a TV. He chooses the salient attributes that are important to him (Table 1) and ranks them on their level of importance and their minimum cutoffs (Table 2). These tables are assisting him in evaluating his choices. If Aden chooses an elimination-by-aspect non-compensatory model, which TV brand will he choose?

	Table 1- Salient attributes
	Samsung	Insignia	LG	Sony
Resolution	5	4	3	5
Sound quality	3	2	5	4
Technology (i.e., smart)	4	5	1	1
After-Sale Support	4	4	2	5
Note: 1-5 scale; 1- Poor, 5- Good

Table 2- Importance scores and cutoffs
	Importance Score	Cutoff	Critical
Resolution	35	3	--
Sound quality	40	2	5
Technology	15	5	5
After-Sale Support	10	4	--

A) LG

B) Samsung

C) Sony

D) Insignia