This video explains the two primary decision rules in consumer behavior: compensatory and non-compensatory. It describes how, under compensatory decision-making, consumers weigh both positive and negative attributes—allowing strengths in some areas to offset weaknesses in others. In contrast, non-compensatory decision-making involves setting minimum criteria that products must meet; if an option fails to meet any critical requirement, it is eliminated regardless of its strong points. The discussion includes examples to illustrate how these rules influence consumer choices and the implications for marketers.