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Consumer Decision Rules: Compensatory Noncompensatory

The document discusses several types of consumer decision rules: compensatory rules where attributes are weighted and the highest scoring brand is chosen; noncompensatory rules where a positive attribute does not compensate for a negative one. It describes conjunctive rules where brands below a cutoff on any attribute are eliminated, and disjunctive rules where brands must meet a cutoff on at least one attribute. Lexicographic rules prioritize attributes by importance. The document also provides an example of how different decision rules could be applied when choosing an ultralight laptop and discusses types of purchases.

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Abhisekh Kumar Gupta
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297 views

Consumer Decision Rules: Compensatory Noncompensatory

The document discusses several types of consumer decision rules: compensatory rules where attributes are weighted and the highest scoring brand is chosen; noncompensatory rules where a positive attribute does not compensate for a negative one. It describes conjunctive rules where brands below a cutoff on any attribute are eliminated, and disjunctive rules where brands must meet a cutoff on at least one attribute. Lexicographic rules prioritize attributes by importance. The document also provides an example of how different decision rules could be applied when choosing an ultralight laptop and discusses types of purchases.

Uploaded by

Abhisekh Kumar Gupta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer Decision Rules

Compensatory
Noncompensatory
Conjunctive Decision Rule
Disjunctive Decision Rule
Lexicographic Rule
A type of decision
rule in which a
consumer evaluates
each brand in
Compensatory terms of each
Decision Rules relevant attribute
and then selects the
brand with the
highest weighted
score.
A type of consumer
decision rule by
which positive
Non-
evaluation of a
compensatory
brand attribute does
Decision
Rules not compensate for
a negative evaluation
of the same brand on
some other attribute.
A noncompensatory
decision rule in which
consumers establish a
minimally acceptable
Conjunctive cutoff point for each
Decision attribute evaluated.
Rule Brands that fall below
the cutoff point on any
one attribute are
eliminated from further
consideration.
A noncompensatory
decision rule in which
consumers establish a
Disjunctive
minimally acceptable
Rule
cutoff point for each
relevant product
attribute.
A noncompensatory
decision rule -
consumers first rank
product attributes in
Lexicographic
terms of importance,
Rule
then compare brands
in terms of the
attribute considered
most important.
A simplified decision
rule by which consumers
make a product choice
Affect
on the basis of their
Referral
previously established
Decision
overall ratings of the
Rule
brands considered, rather
than on specific
attributes.
Hypothetical Use of Popular Decision Rules in
Making a Decision to Purchase an Ultralight
Laptop
DECISION RULE MENTAL STATEMENT
Compensatory rule “I selected the computer that came out best when I
balanced the good ratings against the bad ratings.”

Conjunctive rule “I selected the computer that had no bad features.”

Disjunctive rule “I picked the computer that excelled in at least one


attribute.”
Lexicographic rule “I looked at the feature that was most important to me and
chose the computer that ranked highest on that attribute.”

Affect referral rule “I bought the brand with the highest overall rating.”
Purchase Behavior
Trial Purchase

Repeat Purchase

Long term-commitment purchase

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