$()$ Mentoring Moment: Identifying Consumer Decision$-$MaKIng Rules

Consumers use compensatory and noncompensatory rules when they evaluate alternative product choices. Compensatory rules allow a product to make up for its shortcomings on one dimension by excelling on another. Noncompensatory rules do not allow for this and are more habitual or emotional in nature.

It is important to understand which rules a consumer is using when deciding on a product choice so that the most effective marketing mix strategy can be used to target the type of rule the consumer is using.

Drag the rule to the appropriate description.

The consumer chooses the option that has the largest number of positive attributes.

A consumer makes a decision based on one attribute being more important than another.

A consumer makes a decision by selecting the brand that is the best on the most important attribute.

A consumer selects the brand that is the best on the most important attribute AND they impose specific cut$-$offs. For example, it must have a certain attribute to even be