Modeling Choice Strategies for Noncomparable Alternatives
Marketing Science · 1986 · Volume 5 · Issue 1
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
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