A Complementarity Model of Consumer Utility for Item Collections

1 December 1974

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 1 (3) , 56-67
https://doi.org/10.1086/208600

Abstract

A model is developed that portrays certain types of interactions as well as main effects in consumer evaluation tasks. The model is illustrated with menu preference data and its potential use in other types of multi-attribute choice situations is described.

Keywords

CONSUMER UTILITY
COMPLEMENTARITY MODEL
ITEM COLLECTIONS
CHOICE SITUATIONS
PREFERENCE DATA
CONSUMER EVALUATION
MENU PREFERENCE
MAIN EFFECTS
EVALUATION TASKS

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