Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________.
A) habit decision rule
B) compensatory rule
C) noncompensatory rule
D) conjunctive rule

Question

Quizplus · Accepted Answer

Chen Lo's decision rule is an example of a noncompensatory rule because he is using a single attribute (brand name) to make his decision, without considering other attributes like price, store, or discounts.

Chen Lo Uses a Decision Rule That Says "Only Buy