Distinguish between compensatory and noncompensatory rules that guide consumer choice

Consumer Choice: Decision Rules

Once consumers have evaluated alternative solutions to a problem, they begin to make choices. Choice does not mean that a particular alternative will be chosen. There are two major types of rules that consumers use when selecting products:

1. Compensatory rules - Allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by performing well on another attribute.

2. Noncompensatory rules - Strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration.

Compensatory Models

The attitude-toward-the-object model (Fishbein model) that was presented in Chapter 7 represents a compensatory approach. The example from that chapter is again shown in Exhibit 13.6.