- All theories break things down into component parts- reductionist
- Whether theories generalise is debatable - Need to be tested on variety of cultures to ensure no cultural biases - Limited evidence whether customers process information so linearly - Good real world applications- can be used by advertising agencies
Multi-Criteria Decision-Making (MCDM) As A Powerful Tool For Sustainable Development: Effective Applications of AHP, FAHP, TOPSIS, ELECTRE, and VIKOR in Sustainability