Consumers are thought to be rational in their choices. But sometimes their choices comprise intransitivities. Current paper presents a mathematically supported experimental study of consumers’ intransitive preferences concerning product attributes. We used a personalized experimental design...

Consumers are thought to be rational in their choices. But sometimes their choices comprise intransitivities. Current paper presents a mathematically supported experimental study of consumers' intransitive preferences concerning product attributes. We used a personalized experimental design...