Dictionary of Marketing Terms: disjunctive model
disjunctive model
model of consumer attitude formation asserting that the consumer requires a minimum level of satisfaction on the most important product characteristics but not on every characteristic. A high degree of satisfaction with a less important characteristic will not compensate for a less than satisfactory rating on an important characteristic. For example, a car buyer may rule out all models that do not have the required price and fuel efficiency even though all other requirements are met or exceeded. This is one of several noncompensatory models.
