Consumer Choice Strategies for Comparing Noncomparable Alternatives

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Abstract
Research on consumer choice has focused on easily comparable alternatives, a subset of the choices consumers regularly face. This paper outlines the problem and two general strategies for comparing noncomparable alternatives, a subset of choices that has been overlooked in the literature. Experiments are reported that support use of the strategies.
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1984-12-01
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consumer choice; noncomparable alternatives
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Required Publisher Statement: © University of Chicago Press. Reprinted with permission. All rights reserved.
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