Tom wants to buy a new bike.He considers several factors, such as mileage, style, and price.Tom finds the perfect bike, but it is priced quite high.Although the mileage is superb, Tom rejects the bike because it is priced higher than what he is willing to pay.Instead, he buys a bike that is priced lower than the one he initially decided to purchase.Which of the following is being illustrated in this scenario?
A)An external locus of control
B)Postpurchase dissonance
C)A determinant attribute
D)Decision heuristics
E)A noncompensatory decision rule

Question

Quizplus · Accepted Answer

This scenario illustrates a noncompensatory decision rule, where Tom is not willing to compromise on the price even though the other factors, such as mileage, are favorable. He chooses a lower-priced bike instead of the one that has higher mileage but is priced higher.

Tom Wants to Buy a New Bike