The consumer arrives at a choice by considering all of the attributes of a product and mentally trading off the alternative's perceived weakness on one or more attributes for its perceived strength on other attributes in:

Question

Quizplus · Accepted Answer

The process described in the question is the basic idea behind the compensatory model of decision making. In this model, consumers consider all attributes of a product and make trade-offs between the strengths and weaknesses of each attribute in order to arrive at a decision. The alternative model, the non-compensatory model, involves setting minimum levels of acceptability for each attribute and rejecting products that do not meet those levels, regardless of their strengths on other attributes. The post-purchase model and house-holding decision making model are not relevant to the process described in the question.

The Consumer Arrives at a Choice by Considering All of the Attributes