-With noncompensatory models of consumer choice, positive and negative attribute considerations don't necessarily net out.
-Using the conjunctive heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.
-With the lexicographic heuristic, the consumer chooses the best brand on the basis of its perceived most important attribute.
-Using the elimination-by-aspects heuristic, the consumer compares brands on an attribute selected probabilistically—where the probability of choosing an attribute is positively related to its importance—and eliminates brands that do not meet minimum acceptable cutoffs.
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Updated on 08-Jun-2022 09:26:31
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