Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________ rule.
A) habitual decision
B) compensatory
C) noncompensatory
D) conjunctive

Question

Quizplus · Accepted Answer

Chen Lo's decision rule of only buying well-known brand names indicates that he is using a noncompensatory rule, where he is not willing to overlook any negative attributes of the product based on its price or store.

Chen Lo Used a Decision Rule That Says, "Only Buy