Conjunctive heuristic

Conjunctive heuristic is when the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Conjunctive heuristic. The consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.