Answer: Compensatory Decision rule
Explanation:
The compensatory decision rule states that a consumer makes decisions in terms of each relevant attribute of the product he/she wants to purchase.
compensatory decision rule measures the total utility of a product position on some sets of attribute.
Consumers seek to optimise their choices by selecting a product with the highest utility.
A shortfall on any attribute of a product can be compensated by advantages on other products attributes.
Jonathan compensated himself for not buying 100% cotton shirt by buying a less expensive shirt.
