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Assume Mike Johnson is an average consumer whose razor-buying decisions involve the following attribute weights: low price = 6, speed of shaving = 5, reduced
Assume Mike Johnson is an average consumer whose razor-buying decisions involve the following attribute weights: low price = 6, speed of shaving = 5, reduced irritation = 4, closeness of the shave = 3, after-shave skin texture = 2, and product trendiness = 1. The following table describes Mikes perceptions of several razor brands on these dimensions: What brand will Mike choose under the expectancy-value (i.e., multi-attribute) model?
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