_____ decision rules do not allow consumers to balance positive evaluations of a brand on one attribute against a negative evaluation on some other attribute.
A) Compensatory
B) Non-compensatory
C) Conjunctive
D) Disjunctive

Question

Quizplus · Accepted Answer

Non-compensatory decision rules do not allow consumers to balance positive evaluations of a brand on one attribute against a negative evaluation on some other attribute. Compensatory decision rules, on the other hand, allow consumers to trade off positive and negative attribute values. Conjunctive and disjunctive decision rules are also non-compensatory, but operate differently than simple non-compensatory decision rules.

_____ Decision Rules Do Not Allow Consumers to Balance Positive