Consumer Choice Strategies for Comparing Noncomparable Alternatives

作者：Michael D. Johnson · 发表于：Journal of Consumer Research · 年份：1984 · DOI：10.1086/209010 · 被引用次数：358 · 研究领域：Economic and Environmental Valuation、Cognitive and psychological constructs research、Sensory Analysis and Statistical Methods

Research on consumer choice has focused on easily comparable alternatives, a subset of the choices consumers regularly face. This paper outlines the problem and two general strategies for comparing noncomparable alternatives, a subset of choices that has been overlooked in the literature. Experiments are reported that support use of the strategies.