Johnson, Michael D.2020-09-122020-09-121984-12-016082831https://hdl.handle.net/1813/72520Research 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.en-USRequired Publisher Statement: © University of Chicago Press. Reprinted with permission. All rights reserved.consumer choicenoncomparable alternativesarticle