Following the disjunctive rule, beginning with the most important feature, the consumer eliminates options that don't meet or surpass the cutoff point on this important feature. Then the consumer moves on to the next most important feature and repeats the process until only one option remains.

Question

Quizplus · Accepted Answer

The described process is actually the conjunctive rule, not the disjunctive rule. The disjunctive rule involves selecting options that meet or exceed the cutoff on at least one important feature, not eliminating them.

Following the Disjunctive Rule, Beginning with the Most Important Feature