Modeling Choice Strategies for Noncomparable Alternatives
MetadataShow full item record
Johnson, Michael D.
Theoretical models are developed for two strategies consumers use to choose among "noncomparable" alternatives. The models view consumers as trading off decision error and processing effort when selecting a decision strategy. The models predict the use of choice strategies, and implicit abstraction processes, for noncomparable alternatives in a number of different circumstances.
comparability; choice strategies; error/effort trade-offs
Required Publisher Statement: © INFORMS. Reprinted with permission. All rights reserved.