Modeling Choice Strategies for Noncomparable Alternatives

Michael D. Johnson
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Michael D. Johnson: The University of Michigan

Marketing Science, 1986, vol. 5, issue 1, 37-54

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: comparability; choice strategies; error/effort trade-offs (search for similar items in EconPapers)
Date: 1986
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:5:y:1986:i:1:p:37-54

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