Compensatory versus noncompensatory models for predicting consumer preferences
Standard preference models in consumer research assume that people weigh and add all attributes of the available options to derive a decision, while there is growing evidence for the use of simplifying heuristics. Recently, a greedoid algorithm has been developed (Yee, Dahan, Hauser and Orlin, 2007;...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Society for Judgment and Decision Making
2009-04-01
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| Series: | Judgment and Decision Making |
| Subjects: | |
| Online Access: | http://journal.sjdm.org/81008/jdm81008.pdf |