We introduce a utility theory-based model of consumers' mental representation of attributes and benefits in decisions between complex alternatives. The model relies on the fact that there are cognitive costs and gains to activating additional decision components in mental representations. The...

Motivated by the notion that consumers' use of the internet creates a wealth of data on information search, we put forward the idea that observed information searches may be used for deriving consumer preferences. First, we derive a theoretical model of consumer behaviour under uncertainty and...