s not always apply in this situation. These two criteria are more non-compensatory rules.Initially a disjunctive approach was adopted by respondents, where they would evaluate all formal clothing that meet their requirements concerning style. Then they would move onto an elimination-by-aspects approach. This involved them choosing formal clothing that rated highest on their next most important criteria (price), and then continuing through the other attributes (brand, quality) until only one formal wear remained.In summary, the formal clothing purchase decision involves both compensatory and non-compensatory models depending on the stages of the evaluation. At early stages of evaluation non-compensatory rules is used but as the process moves towards making a decision to a purchase the compensatory rules become more important.Health SupplementsIn health supplements evaluation, involved consumers would find many brands unacceptable, whereas the uninvolved consumers would find many brands acceptable. And also the involved consumer would be more attentive to advertising and would interpret and consider the message being communicated. The less involve consumer would be less attentive to ad messages and more likely to accept them.Uninvolved consumers are more willing to consider a wide range of brands because of a lack of commitment to one or several brands. Given a lack of commitment, they are less willing to spend time interpreting advertising messages and evaluating brands. As a result of this, consumers purchase the most familiar brand and buy the same brand repetitively.Due to all this, the evaluative criteria for health supplements are not as complex as for the formal clothing. Therefore the health supplements purchase decision is not considered appropriate to use the compensatory decision rules. In the process of purchasing the health supplements, the number of evaluative criteria used is few. Three out of four respondents th...
