Which type of decision rule do consumers use when they prioritize one specific attribute over others?

The type of decision rule where consumers prioritize one specific attribute over others is known as the non-compensatory decision rule. This approach occurs when a consumer evaluates options based on the most important attribute and disregards other considerations. If a product doesn't meet the benchmark for the prioritized attribute, it is typically eliminated from consideration, regardless of how well it performs in other areas.

For example, if a consumer is purchasing a smartphone and they are primarily focused on camera quality to the extent that they won't consider any other features (like battery life or price), they are using a non-compensatory rule. This strategy allows consumers to simplify their decision-making process by narrowing their focus but may limit their options significantly if no products meet their primary criteria.

Other decision rules, like the compensatory rule, involve weighing various attributes against each other, allowing high performance in one area to "compensate" for lower performance in another. The lexicographic approach is a specific form of a non-compensatory decision rule where attributes are ranked in order of importance and evaluated one at a time until a suitable option is found. Meanwhile, evaluative refers more broadly to the stage where consumers assess the overall value or performance of options rather than focusing on prioritizing specific attributes.