The attitude-toward-the-object (ATO) approach is a noncompensatory model.

Question

Quizplus · Accepted Answer

The attitude-toward-the-object (ATO) model is considered a compensatory model because it suggests that consumers evaluate products and services by considering the sum of their beliefs about the attributes of the object, weighted by the evaluation of those attributes. This means negative evaluations of some attributes can be compensated by positive evaluations of others.

The Attitude-Toward-The-Object (ATO) Approach Is a Noncompensatory Model