What is Elimination by Aspects Heuristic in Marketing? PDF Download

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Elimination by Aspects Heuristic Definition

  • Situation in which the consumer compares brands on an attribute selected probabilistically, and brands are eliminated if they do not meet minimum acceptable cutoff levels.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Elimination by Aspects Heuristic Explanation

According to elimination by aspect method, it is a decision making technique in which customers have multiple options in order to purchase a product. They first consider that attribute which plays an important role in the decision making process. Additionally, when an option does not meet the criteria then it is eliminated from the possibility list. There are different attributes or features which have applied on making a final decision.

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