The Elimination-by-Aspects Decision Rule

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 Affect Referral Rule

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