Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on:

Jordana's approach to her laptop purchase showcases a noncompensatory decision rule. This type of decision-making emphasizes certain critical factors that must be met for a choice to be acceptable, rather than weighing the overall pros and cons of different options. In Jordana's case, her firm criterion of not wanting a laptop that exceeds five pounds indicates that she prioritizes this specific attribute over others; if a laptop does not meet this weight requirement, she will not consider it further, regardless of its other features or benefits.

Noncompensatory decision rules can manifest in various forms, such as elimination and conjunctive rules, where consumers eliminate options that do not satisfy their established criteria. In Jordana's case, she has drawn a clear line regarding weight, which guides her decision-making process. This contrasts with a compensatory decision rule, where consumers evaluate all available information and trade-offs among different attributes, allowing for some characteristics to compensate for others.