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Inept Set

Brands that a consumerexcludes from purchase

consideration.

Eg:- Whole buying

electronics most of the

upper middle class exclude

local brands

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Inert Set

Brands that a consumer

is indifferent toward

because they are

perceived as having no

particular advantage.

Eg:- In FMCG products

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CompensatoryDecision Rules

A type of decision rule in

which a consumer

evaluates each brand in

terms of each relevant

attribute and then selects

the brand with the highest

weighted score.

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Non-

compensatoryDecision

Rules

A type of consumer

decision rule by which

positive evaluation of a

brand attribute does not

compensate for a negative

evaluation of the same

brand on some other

attribute.

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Conjunctive

Decision

Rule

A noncompensatory decisionrule in which consumers

establish a minimally

acceptable cutoff point for

each attribute evaluated.Brands that fall below the

cutoff point on any one

attribute are eliminated from

further consideration.

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DisjunctiveRule

A non compensatory

decision rule in which

consumers establish a

minimally acceptable cutoff

point for each relevant

product attribute.

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LexicographicRule

A noncompensatory

decision rule - consumers

first rank product attributes

in terms of importance,

then compare brands in

terms of the attribute

considered most important.

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Affect

ReferralDecision

Rule

A simplified decision rule by

which consumers make a

product choice on the basis of

their previously established

overall ratings of the brands

considered, rather than on

specific attributes.

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Hypothetical Use of Popular Decision Rules in

Making a Decision to Purchase a Laptop

DECISION RULE MENTAL STATEMENT

Compensatory rule I selected the computer that came out best when I

balanced the good ratings against the bad ratings.

Conjunctive rule I selected the computer that had no bad features.

Disjunctive rule I picked the computer that excelled in at least one

attribute.

Lexicographic rule I looked at the feature that was most important to me andchose the computer that ranked highest on that attribute.

Affect referral rule I bought the brand with the highest overall rating.

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Trial

Purchases

Repeat

Purchases

Long-Term

CommitmentPurchases

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Post-Purchase Behavior:

After the purchase, the consumer might experience dissonance

about their purchase and be alert to information that supports

their decision.

Marketing communications should supply beliefs and evaluations

that reinforce the consumers choice and help him or her feel good

about the brand.

Marketers must monitor post-purchase satisfaction and post-

purchase actions.