Modeling Choice Strategies for Noncomparable Alternatives

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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Year of publication:	1986
Authors:	Johnson, Michael D.
Published in:	Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 5.1986, 1, p. 37-54
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS
Subject:	comparability \| choice strategies \| error/effort trade-offs

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mksc.5.1.37 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008787961