Decision Rules for Attribute-Based Choices

Conjunctive Decision Rule

Establishes Minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or surpass these minimum standards.

Disjunctive Rule

Establishes minimum required performance standards for each key important evaluative criterion and selects the first or all brands that meet or surpass these minimum standards for any key criterion.

Lexicographic Decision Rule

Requires the consumer to rank the criteria in order of importance. The consumer selects the brand that performs the best on the most important attribute. If there is two or more that are selected the consumer then rates them on the second most important attribute, and so on, until a final choice is made.

Elimination by Aspects Decision Rule

Requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion.

Compensatory Decision Rule

The brand that rates the highest on some of the consumer's judgements of the relevant evaluation criteria will be chosen.