Lara's is a retail store selling skincare products. It recently introduced fair trade products such as handmade soaps, herbal skin creams, and shampoos made by rural workers. Lara's also claimed that a part of the sales proceeds of these products would be utilized for the workers' welfare. The store aims to attract customers who are interested in social causes. Therefore, including fair trade merchandise involves

decreasing an importance weight.

increasing a performance belief.

decreasing the performance belief for competitive retailer.

adding a new benefit.

focusing on a single attribute.