Comparison selection : An approach to the study of consumer judgment and choice

@inproceedings{Simonson2012ComparisonS,
  title={Comparison selection : An approach to the study of consumer judgment and choice},
  author={Itamar Simonson and James R. Bettman and Thomas E Kramer and John W. Payne},
  year={2012}
}
We introduce an alternative perspective on the study of consumer judgment and decision making, which is based on the notion that judgment and choice problems consist of comparisons that decision makers might select. Our new perspective proposes that if we can predict the likelihood that particular comparisons will become focal in a judgment or choice task, we will be able to gain a better understanding of and anticipate the resulting effect. Building on related literatures, we propose that… CONTINUE READING

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