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Modeling Choice Strategies for Noncomparable Alternatives

Author
Johnson, Michael D.
Abstract
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.
Date Issued
1986-01-01Subject
comparability; choice strategies; error/effort trade-offs
Rights
Required Publisher Statement: © INFORMS. Reprinted with permission. All rights reserved.
Type
article