Show simple item record

dc.contributor.authorJohnson, Michael D.
dc.description.abstractConsumer choice research recently moved beyond brand-based decisions to study the more noncomparable choices consumers often face. Noncomparable choice processing in choices involving multiple products is discussed. In Experiment 1, consumers used attribute-based processing at an abstract level and alternative-based processing at a concrete level to evaluate more noncomparable alternatives independent of choice set size. In Experiment 2, the choices from Experiment 1 were compared with choices within which products varied in comparability. The results suggest that comparability variance within a multialternative choice set facilitates consumers' use of product categories and hierarchical processing to eliminate choice alternatives.
dc.rightsRequired Publisher Statement: © University of Chicago Press. Reprinted with permission. All rights reserved.
dc.subjectconsumer choice
dc.subjectmultialternative choice
dc.subjectnoncomparable choice
dc.titleComparability and Hierarchical Processing in Multialternative Choice
dc.description.legacydownloadsJohnson53_Comparability_and_Hierarchical_Processing.pdf: 123 downloads, before Aug. 1, 2020.
local.authorAffiliationJohnson, Michael D.: Cornell University

Files in this item


This item appears in the following Collection(s)

Show simple item record