By Tradeoff Or By Criterion: Bottom-Up Construction of Constructive Decision Rules

Aner Sela, University of Florida, USA
Itamar Simonson, Stanford University, USA
The construction of preferences often reflects decision rules that serve consumers’ information processing goals. Using the compromise effect as a case study, we show that the choice between decision rules itself may be constructed, reflecting not top-down information processing goals but bottom-up influences such as attribute framing and transient mind-sets.
[ to cite ]:
Aner Sela and Itamar Simonson (2012) ,"By Tradeoff Or By Criterion: Bottom-Up Construction of Constructive Decision Rules", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 266-270.