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.

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

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).