Decision Rules for Attribute$-$Based Choices

As consumers judge alternative brands using evaluative criteria, they must have some method to select one brand from the various choices. Decision rules serve this function. A decision rule specifies how a consumer compares two or more brands. Five commonly used decision rules are disjunctive, conjunctive, lexicographic, elimination$-$by$-$aspects, and compensatory. The goal of this activity is to test your understanding of these decision rules.

As you complete this activity, remember that these rules are representations of imprecise and often nonconscious or low$-$effort mental processes.

Match the scenario described to the decision rule being utilized.