Johnson, Michael D.2020-09-122020-09-121988-12-016082714https://hdl.handle.net/1813/72518Consumer 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.en-USRequired Publisher Statement: © University of Chicago Press. Reprinted with permission. All rights reserved.consumer choicemultialternative choicenoncomparable choicearticle