THE Marketing Study Guide

The lexicographic decision rule is the simplest decision approach, as consumers are focused upon the most important individual product attribute to them and choose the product offering that best meets that one single attribute.

The elimination-by-aspects decision rule is a non-compensatory approach to decision-making for consumers. This decision rule works much like a knock-out competition. A consumer will work through the product attributes being considered one by one – starting with the most important product attribute to them.

The disjunctive decision rule is a non-compensatory approach that considers selected product attributes that are important to the consumer. It differs to other decision rules because, with this rule, the consumer is willing to trade-off attributes.

The affect referral decision rule is considered a non-compensatory approach to decision-making for consumers. However, it is quite unique from the other non-compensatory decision rules in that it does NOT rely upon the evaluation of individual product attributes

When using the conjunctive decision rule, consumers will seek a combination of select product attributes which all must meet a minimum score (or a certain standard of performance in the consumer’s assessment).