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Choice Environment, Market Complexity and Consumer Behavior: A Theoretical and Empirical Approach for Incorporating Decision Complexity into Models of Consumer Choice
Download1999
Adamowicz, Wiktor, Swait, Joffre
Most empirical models of consumer choice assume that the decision-maker assesses all alternatives and information in a perfect information processing sense. The complexity of the choice environment, the ability of the individual to make complex decisions and the effect of choice context on the...
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Integrating Routine, Variety Seeking and Compensatory Choice in a Utility Maximizing Framework
Download2010
Adamowicz, Wiktor, Swait, Joffre
Given the large number of choices that consumers make each day it seems likely that they will generally adopt decision strategies that minimize cognitive effort, particularly with low price products such as most items found in a supermarket. One such strategy may be to simply choose what has been...
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