Modeling Choice Strategies for Noncomparable Alternatives
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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.
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1986-01-01
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comparability; choice strategies; error/effort trade-offs
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Required Publisher Statement: © INFORMS. Reprinted with permission. All rights reserved.
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