Explain the disjunctive rule, and include a simple example.

Examples may vary.
With the disjunctive rule, the consumer develops acceptable standards for each attribute. Usually the standards are higher than the shopper's minimum cut-offs for attributes. If a choice alternative exceeds the standard for any attribute, it is accepted. Although this strategy may be difficult to envisage, think about a consumer shopping for a new T-shirt or sweater to spruce up his wardrobe. Perhaps the consumer does not know exactly what he will buy before going shopping, but once in the choice environment he will select something that is exceptional in some unique way. The article may be a great new colour, style, or type of fabric that exceeds his standards. When the shopper finds two great sweaters, then he must go to a different decision rule to choose between them.