Johnson, Michael D.
January 1986
Marketing Science;Winter86, Vol. 5 Issue 1, p37
Academic Journal
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.


Related Articles

  • AN APPROACH TO ESTIMATING LOGIT MODELS OF A SINGLE DECISION MAKER'S CHOICE BEHAVIOR. Chapman, Randall G. // Advances in Consumer Research;1984, Vol. 11 Issue 1, p656 

    This paper describes an approach to estimating multinomial logit models of a single decision maker's choice behavior. This approach is based on a recently developed "explosion" (decomposition) procedure for logit models. This approach uses the same data routinely generated for conjoint analysis...

  • Understanding Consumers' Preferences for Dental Service. Chakraborty, Goutam; Gaeth, Gary J.; Cunningham, Marsha // Journal of Health Care Marketing;Fall93, Vol. 13 Issue 3, p48 

    This article examines consumers' preferences for dental services. Analysis for this study was conducted using conjoint analysis. The services were described by a set of 24 attributes. The article illustrates how dental care providers can implement the results to modify their techniques in order...

  • A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules. Gilbride, Timothy J.; Allenby, Greg M. // Marketing Science;Summer2004, Vol. 23 Issue 3, p391 

    Many theories of consumer behavior involve thresholds and discontinuities. In this paper, we investigate consumers' use of screening rules as part of a discrete-choice model. Alternatives that pass the screen are evaluated in a manner consistent with random utility theory; alternatives that do...

  • Compromising Between Information Completeness and Task Simplicity: A Comparison of Self-Explicated, Hierarchical Information Integration, and Full-profile Conjoint Methods. Oppewal, Harmen; Klabbers, Martijn // Advances in Consumer Research;2003, Vol. 30 Issue 1, p298 

    This paper compares hierarchical information integration (HII), full-profile (FP) conjoint and self-explicated (SE) approaches to preference measurement in terms of equality of preference structures, predictive abilities, and task load. HII is a method to accommodate larger numbers of attributes...

  • To Buy or Not to Buy: Response Mode Effects on Consumer Choice. Dhar, Ravi; Nowlis, Stephen M. // Journal of Marketing Research (JMR);Nov2004, Vol. 41 Issue 4, p423 

    This article extends research on evaluation differences in response modes to situations in which the no-choice option is available. Prior research on choice deferral has presented the no-choice option as just another response option (i.e., an unconditional brand-choice response mode), which has...

  • The Inside Story. ALLENBY, GREG M. // Marketing Insights;Fall2013, Vol. 25 Issue 3, p10 

    The article offers information on ways marketers can asses causation, which is an intervention that motivates consumers to buy a product and build confidence that the causation will have the desired or at least some impact. It states that marketers should have confidence that consumers would...

  • Too many choices?  // Consumer Reports;Mar2014, Vol. 79 Issue 3, p16 

    The article discusses a survey by the Consumer Reports National Research Center concerning the effect having too many options, or choices, for products has on consumer behavior as of March 2014, with a focus on products at supermarkets. Topics include consumer decision-making, customer...

  • An Empirical Comparison of the Predictive Validity of Self-Explicated, Huber-Hybrid, Traditional Conjoint, and Hybrid Conjoint Models. Akaah, Ishmael P.; Korgaonkar, Pradeep K. // Journal of Marketing Research (JMR);May83, Vol. 20 Issue 2, p187 

    The authors compare the predictive validity of different types of self-explicated, Huber-hybrid, traditional conjoint, and hybrid conjoint models. The results indicate that traditional and hybrid conjoint models outperform the self-explicated and Huber-hybrid models but are comparable in...

  • Recent Progress on Endogeneity in Choice Modeling. Louviere, Jordan; Train, Kenneth; Ben-Akiva, Moshe; Bhat, Chandra; Brownstone, David; Cameron, Trudy; Carson, Richard; Deshazo, J.; Fiebig, Denzil; Greene, William; Hensher, David; Waldman, Donald // Marketing Letters;Dec2005, Vol. 16 Issue 3/4, p255 

    We describe recent progress in several areas related to endogeneity, including: choice set formation and attention to attributes; interactions among decision-makers; respondents' strategic behavior in answering stated preference choices; models of multiple discrete/continuous choice;...


Read the Article


Sign out of this library

Other Topics