For the purposes of this example, consider a purchase of a notebook computer.

Below are 8 options for this computer.

They differ in 3 basic benefits (weight, the length of the battery life, and the price).

Rank order these 8 options from 1-8 by assigning 8 to your most preferred option and 1 to your least preferred option (it is very important that you assign 8 to your most preferred option.)

Option
Weight
Battery Life
Price
Ranking
1
5 Pounds
2 Hours
$2500
2
8 Pounds
4 Hours
$1500
3
8 Pounds
2 Hours
$2500
4
5 Pounds
4 Hours
$2500
5
5 Pounds
2 Hours
$1500
6
8 Pounds
4 Hours
$2500
7
8 Pounds
2 Hours
$1500
8
5 Pounds
4 Hours
$1500


ABOUT THE AUTHOR
image of Allen Weiss

Allen Weiss is the CEO and founder of MarketingProfs. He's also a longtime marketing professor and mentor at the University of Southern California, where he leads Mindful USC, its mindfulness center.