In comparing non-comparable alternatives with an alternative-based strategy, consumers develop a(n)
a. affective judgment about the product category and then subtract from each of the products, attribute by attribute.
b. additive differential strategy.
c. decision calculus strategy.
d. overall evaluation of each option, and make decisions using a compensatory or affective strategy.
e. decision about each attribute, and make decisions using a compensatory or affective strategy.
Answer: D