On the role of recognition in consumer choice: A model comparison

One prominent model in the realm of memory-based judgments and decisions is the recognition heuristic. Under certain preconditions, it presumes that choices are based on recognition in a one-cue non-compensatory manner and that other information is ignored. This claim has been studied widely---and received, at best, mixed support---in probabilistic inferences. By contrast, only a small number of recent investigations have taken the RH to the realm of preferential decisions (i.e. consumer choice). So far, the conclusion has been that the RH cannot satisfactorily account for aggregate data patterns, but no fully specified alternative model has been demonstrated to provide a better account. Herein, the data from a recent consumer-choice study (Thoma & Williams, 2013) are re-analyzed with the outcome-based maximum-likelihood strategy classification method, thus testing several competing models on individual data. Results revealed that an alternative compensatory model (an equal weights strategy) accounted best for a larger number of datasets than the RH. Thereby, the findings further specify prior results and answer the call for comparative model testing on individual data that has been voiced repeatedly.