When Kelli considers Brand D, she concludes it has good sound, although the sound is not as good as in Brand A. Brand D does have the best-quality picture, in terms of price and television features, it is not the best But is still good. The worst rating Kelli give Brand D is for the cabinet style. But even there Brand C’s cabinet style rating is lower. To get the best overall television, Kelli has to make trade-offs and choose the best one of the Attributes evaluated. Consumers are not likely to draw a table like Table 3.2, but they go through a similar process mentally.