In a(n) _____, a negative rating on a key attribute leads to immediate rejection of the brand from the consideration set.
A) evolutionary model
B) expectancy-value model
C) compensatory model
D) noncompensatory model
E) incremental model

Question

Quizplus · Accepted Answer

A noncompensatory model is one in which a negative rating on a key attribute leads to immediate rejection of the brand from the consideration set. This means that consumers do not "compensate" for the negative attribute by giving more weight to other positive attributes, and the brand is automatically eliminated from the decision-making process. The other models listed (evolutionary, expectancy-value, compensatory, and incremental) do not have this characteristic.

In A(n) _____, a Negative Rating on a Key Attribute