A model used in the study of consumer decision processes to evaluate alternatives, the idea that if two products are equal on the most important attribute, the consumer moves to the next most important, and, if still equal, to the next most important, etc thus, the purchase decision is made when one of the brands possesses more of an attribute, looked at in order of importance, than its rival, other models of brand evaluation include the expectancy-value model, ideal brand model, conjunctive model, disjunctive model, lexigraphic model and determinance model.