What is a non-compensatory rule? Describe the different types of non-compensatory rules used in purchase decision making.

Non-compensatory decision rules-These decision rules are characterized by exclusion: low standing on one attribute cannot be ignored because of good performance on other attributes. Strong attributes do not compensate for weak ones.
Kinds of rules include:
Lexicographic rule-The brand that is best on the most important attribute is selected. In the event of a tie, brands are evaluated on the next most important attribute.
Elimination-by-aspects rule-Brands are compared for the presence of the attribute considered most important. If the feature is not present, that alternative is rejected.
Conjunctive rule-Minimum cutoffs are established for each attribute the brands possess. The brand must meet all cutoffs to be considered.
Disjunctive rule-Acceptable standards for each attribute the brands possess. The brand must meet all standards (usually higher than minimum cutoffs) to be considered.