The consumer establishes a separate, minimally acceptable level as a cut-off point for each attribute when using a:
A) compensatory decision rule.
B) compensation decision rule.
C) disjunctive decision rule.
D) conjunctive decision rule.

Question

Quizplus · Accepted Answer

The conjunctive decision rule is a non-compensatory decision-making rule that stipulates that a product has to meet all of the minimally acceptable levels on all attributes established by the consumer in order to be considered for purchase. Therefore, it requires the establishment of a separate, minimally acceptable level as a cut-off point for each attribute. In contrast, the compensatory decision rule allows consumers to trade-off high performance on one attribute for lower performance on another attribute, which does not require a separate, minimally acceptable level for each attribute. The disjunctive decision rule requires the consumer to establish an acceptable level for any one attribute, which is not the same as a minimally acceptable level for each attribute.

The Consumer Establishes a Separate, Minimally Acceptable Level as a Cut-Off