Bob wants to save electricity and considers energy-efficient light bulbs. He finds that the light they emit is too faint to be acceptable, and so he returns to using less energy-efficient bulbs. Bob made his bulb choice using a(n) ________.
A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule

Question

Quizplus · Accepted Answer

Bob used a noncompensatory decision rule because he rejected the energy-efficient bulbs based on a single attribute (brightness) without considering other attributes that might compensate for this deficiency, such as energy savings or longevity.

Bob Wants to Save Electricity and Considers Energy-Efficient Light Bulbs