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

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.



Citation:

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.

Authors

Aner Sela, University of Florida, USA
Itamar Simonson, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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