Jim wants to buy a new bike.He considers several factors,such as mileage,style,and price.Although the bike he has chosen is priced a little higher than the budget he has set aside,he feels the superb mileage will compensate for the higher price.Which of the following is being illustrated in this scenario?

Question

Quizplus · Accepted Answer

Jim is using a compensatory decision rule where he is willing to sacrifice a factor (price) for another factor (mileage) that he considers more important in making his decision to buy a new bike. In a compensatory decision rule, a product can compensate for a weakness in one attribute by being strong in another attribute. This allows consumers to make trade-offs among different attributes when making their purchasing decisions.

Jim Wants to Buy a New Bike