Decision Rules

the disjunctive decision rule

a decision rule that establishes a minimum level of performance for each important attribute (often a fairly high level); all brands that surpass the performance level for any key attribute are considered acceptable.

the conjunctive decision rule

a decision rule that establishes the minimum performance standards for each evaluative criterion and selects all brands that surpass these minimum standards.

the lexicographic decision rule

a decision rule that requires the consumer to rank the criteria in order of importance; the consumer then selects the brand that performs best on the most important attribute.

the elimination by aspects rules

a decision rule that requires the consumer to rank the evaluative criteria in terms of their importance and establish a cut off point for each criterion; all brands are first considered on the most important criterion.

the compensatory decision rule

a decision rule that states that the brand that rates the highest on the sum of the consumer's judgements of the relevant evaluative criteria will be chosen.