Bob wants to save electricity and considers energy-efficient light bulbs. He finds that the light they emit is too faint to be acceptable, and so returns to using less energy-efficient bulbs. Bob made his bulb choice using a .

non compensatory decision rule

Explanation:

Is the consumer decision rule whereby a positive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute. ... Brands that fall below the cutoff point on any one attribute are eliminated from further consideration.

Saving electricity is one of the most important aspects when it comes to saving money.the use of energy efficient light bulbs reduces the cost of electricity and puts relief in the production of power plants.

Bobs looked at saving electricity as the main priority but was let down by light emitted to be too faint which then caused him to continue using the less energy sufficient bulbs.