Thomas is buying a laptop computer to take on trips. although he has looked at several brands, he refuses to buy a computer that weighs more than five pounds. Thomas is basing his decision on: a non-compensatory decision rule.
When a certain criteria is not satisfied then it is eliminated using a non-compensatory decision-making technique. When weighing the pros and drawbacks of the potential choices, a compensating decision-making method allows the advantages to outweigh the disadvantages.
A customer assesses every brand and product in terms of every pertinent attribute and then chooses the product with the highest weighted score.
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