The difference between a conjunctive model and a disjunctive model is that a disjunctive model puts weight on positive information.
The idea is that consumers set the minimum attributes that an acceptable brand should have. When they are looking to buy, they only consider brands that meet all minimum requirements.
A model for studying the consumer's decision-making process to evaluate alternative brands. The idea is that a consumer evaluates the competing brands he is looking to purchase based on one or a few attributes, ignoring their position on others.
A disjunctive model rule sets a minimum level of performance for each important characteristic (often a fairly high level). All brands exceeding performance levels in any of the key attributes are considered acceptable.
Learn more about the disjunctive model at
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