The two major types of rules that consumers use when selecting products are _____.
A) primary and secondary
B) utilitarian and hedonic
C) compensatory and noncompensatory
D) feature-based and attribute-based
E) superordinate and subordinate

Question

Quizplus · Accepted Answer

Compensatory rules allow consumers to weigh the strengths and weaknesses of different product attributes against each other, while noncompensatory rules allow consumers to eliminate products that do not meet certain criteria (such as minimum price or quality thresholds). Utilitarian and hedonic are types of product benefits, while primary and secondary may refer to sources of information. Feature-based and attribute-based are similar concepts and do not reflect the two major types of decision rules. Superordinate and subordinate refer to levels of categorization.

The Two Major Types of Rules That Consumers Use When