Shortcomings of multi-attribute model

4 important questions on Shortcomings of multi-attribute model

What are the shortcomings of the multi-attribute model?

1. Attributes in expectancy value model are compensatory
2. They assume that individuals are highly involved and rationally weigh information
3. Limited in informing marketers on the key factors in new product development
4. Focused on individual, what happens in the market?

Compensatory decision rule:

a consumer evaluates brand or model options in terms of each relevant attribute and computes a weighted or summated score for each brand.

Non-compensatory decision rule:

do not allow consumers to balance positive evaluations of a brand on one attribute against a negative evaluation on some other attribute.
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