Provide the Lexicographic rule of Non-compensatory Rule?

Do you know something about the Lexicographic rule in the Non-compensatory Rule?
Add a comment

3 replies

"Lexicographic rule: -The various attributes are first ranked in terms of perceived importance. -The brands are first evaluated on the attribute that is considered the most important. If a brand ranks considerably high than the others on this attribute, it is selected. Source:"
Add a comment
"A noncompensatory decision rule where consumers first rank product attributes in terms of their importance, then compare brands in terms of the attribute considered most important. If one bra nd scores sufficiently high, it is selected; if not, the process is continued with the second ranked attribute, and so on. "
Add a comment