a) Define compensatory rules and non-compensatory rules used in Jims purchase decision-making. (10 marks)

b) Describe two specific rules that fall under the category of non-compensatory rules and discuss which brand Jim will probably choose if he applies each rule.

4. Jim is in the process of deciding which brand of smartphone to buy. He has three choices: Brand A is the cheapest, but its product functions and brand reputation are worse than the other two brands; Brand B has the most advanced functions and best brand reputation, but the price is also the highest; Brand C has a middle ranking for all three attributes. (See the table below) Evaluation Criteria Ranking Brand A Brand B Brand C Price 1 3 2 Function 3 1 2 Brand reputation 3 2 NINI 1