Modeling Choice Strategies for Noncomparable Alternatives
- 1 February 1986
- journal article
- Published by Institute for Operations Research and the Management Sciences (INFORMS) in Marketing Science
- Vol. 5 (1) , 37-54
- https://doi.org/10.1287/mksc.5.1.37
Abstract
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.Keywords
This publication has 0 references indexed in Scilit: