Suppose Linda has narrowed her choice set to four labtop computer (A, B, C, and D). Assume she’s interested in four attributes: memory capacity, graphics capability, size and weight, and price.
Table 6.4 shows her beliefs about how each brand rates on the four attributes. If one computer dominated the others in all the criteria, we could predict that Linda would choose it. But, as is often the case, her choice set consist of brands that vary in their appeal. If Linda wants the best memory capacity, she should buy C; if she wants the best graphics capability, she should buy A: and so on.