Consumer Behavior ch 16

Elimination by aspects

The ________ decision rule ranks evaluation criteria in terms of importance, then brands are eliminated if they fail to meet or exceed the cutoff. Continue until one is left.

Lexicographic

The ________ decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute.

Disjunctive

The _________ decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable.

Conjunctive

The _________ decision rule establishes minimum required performance for each evaluation criterion. Then select the first (or all) brands that meet or exceed the minimum standards.

Compensatory Decision Rule

The_______ states that the brand that rates highest on the sum of the consumers judgements of the relevant evaluation criteria will be chosen.