Un model folosit in studiul proceselor de luare a deciziei a consumatorilor pentu a evalua marcile alternative. Consumatorul, pe cale de achizitie, nu va fi influentat in alegerea produsului de nici un atribut al altui produs, indiferent cat de important este, in cazul in care toate produsele detin aceeasi cantitate de atribute. Alte modele de evaluare a brandului includ modelul expectantei de valoare, modelul brandului ideal, modelul conjunctiv, modelul lexicografic di modelul determinantei.
A model used in the study of consumer decision processes to evaluate alternative brands. The idea that consumers, about to make a purchase, will not be swayed in their product choice by any one product attribute, no matter how important, if all products possess the same amount of the attribute. Thus, the decision is made on the basis of a less important attribute. Other models of brand evaluation include the expectancy-value model, ideal brand model, conjunctive model, lexicographic model and determinance model.
