Elimination-by-aspects heuristic

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Elimination-by-aspects heuristic is a 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.

Definition

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

Elimination-by-aspects heuristic. 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.
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