A decision-making rule of thumb or heuristic in which the consumer is assumed to set up minimum cutoffs for each of several attributes or dimensions of a product or thing. If the brand or item does not meet all of the minimum criteria, it is rejected. The evaluation rule leads to an acceptable or nonacceptable decision. For example. a conjunctive rule may be that a slice of bread must have at least 3 grams of protein, minimum percentages of specific vitamins, less than 100 mg sodium, and less than 75 calories per slice to be acceptable. A brand must meet all of these minimum attributes or it is unacceptable. A shortfall in one attribute is not offset by excessive endowment in another attribute.