Consumer Choice Strategies for Comparing Noncomparable Alternatives
- 1 December 1984
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 11 (3) , 741-753
- https://doi.org/10.1086/209010
Abstract
Research on consumer choice has focused on easily comparable alternatives, a subset of the choices consumers regularly face. This paper outlines the problem and two general strategies for comparing noncomparable alternatives, a subset of choices that has been overlooked in the literature. Experiments are reported that support use of the strategies.Keywords
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