Question

Elton used a decision rule that says, "only buy well-known brand names" when selecting a television set. he did not look at price, the store, or even discounts when purchasing his television. elton's purchasing pattern is an example of a consumer using a ________ rule.

Answer 1

Answer: C) noncompensatory rule

Explanation:

The non-compensatory rule is used to describe a situation where a person does not believe that the good traits of a product in one area will compensate for perceived bad traits in another area.

For Elton, the good trait is well known brand names and the bad trait is brand names that are not well known. Even if for the brand that is not well known, the price is lower, the discount is higher or the store is well known, these still will not be enough to compensate for the bad trait of not being well known.