All of the following statements are true about compensatory decision-making models except
a. they are a way of quantifying mental cost benefit analysis.
b. consumers do not formally make these ratings when making a decision.
c. they predict a consumer's bias toward a product.
d. they can be used to predict which brand a consumer is more likely to choose.
e. consumers set up cutoff levels for each attribute and reject a brand if it is below the cutoff.
Answer: E