What are the two main types of decision rules identified in consumer behavior?

The two main types of decision rules identified in consumer behavior are compensatory and non-compensatory.

Compensatory decision rules allow consumers to evaluate options by compensating for low scores in one attribute with high scores in another. This means that if a product is lacking in one aspect, a consumer might still choose it if it excels in other important areas. For example, a consumer might choose a high-priced smartphone because of its advanced features, even if its battery life is not up to par.

On the other hand, non-compensatory decision rules involve making choices based on specific criteria that must be met, where no trade-offs are allowed. This could mean a consumer will reject a product outright if it fails to meet certain essential standards, regardless of its performance in other categories. For instance, if a certain brand of shoes is required to be waterproof for a buyer, any options that do not meet this criterion will be eliminated from consideration, even if other attributes are favorable.

These two types of decision rules help marketers understand how consumers process information and make choices, influencing product design, advertising strategies, and target market segments. Understanding these rules is essential for predicting consumer behavior in the entertainment sector and beyond.