The elimination-by-aspects decision rule is a non-compensatory approach to decision-making for consumers. This decision rule works much like a knock-out competition. A consumer will work through the product attributes being considered one by one – starting with the most important product attribute to them.
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The disjunctive decision rule is a non-compensatory approach that considers selected product attributes that are important to the consumer. It differs to other decision rules because, with this rule, the consumer is willing to trade-off attributes.
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The affect referral decision rule is considered a non-compensatory approach to decision-making for consumers. However, it is quite unique from the other non-compensatory decision rules in that it does NOT rely upon the evaluation of individual product attributes
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When using the conjunctive decision rule, consumers will seek a combination of select product attributes which all must meet a minimum score (or a certain standard of performance in the consumer’s assessment).
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Non-compensatory decision rules are used by consumers when evaluating products. Find out about conjunctive, disjunctive and other rules.
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Find out how compensatory decision models work. In short, they look at the overall product offering considering all product attributes.
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Defining Opinion LeadersOpinion leaders are those people who are able to influence the purchase decisions of consumers. These consumers will view the opinion leader as having a strong degree of knowledge in regards to the product category or a good understanding of the social acceptability of a specific purchase.Generally, opinion leaders have more influence over
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About the Customer Journey Map TemplateThis free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make their way to your brand and ultimately become loyal advocates.Download the free template here… customer-journey-map-Excel-templateThe template gives
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Hierarchy of effectsThis is a marketing model designed to demonstrate how a consumer transitions from being unaware of a brand, to forming attitudes and understanding of that brand, to ultimately becoming an end customer.There are many versions of this hierarchy of effects model found in textbooks, but let’s start with a very basic three-step model
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Hierarchy of effects model and share of minds and share of heartsThere are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model usually included in a Philip Kotler marketing textbook. The following diagram is an expansion of the
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