Noncompensatory decision rule

A type of consumer decision rule by which positive evaluation of a brand attribute does not compensate for (i.e. is not balanced against) a negative evaluation of the same brand on some other attribute. There are three noncompensatory decision rules. They are (1) conjunctive decision rule, (2) disjunctive rule, and (3) lexicographic decision rule. Some consumer experts refer to it as noncompensatory integration strategies