Dieckmann, Anja; Dippold, Katrin; Dietrich, Holger - In: Judgment and Decision Making 4 (2009) 3, pp. 200-213
Standard preference models in consumer research assume that people weigh and add all attributes of the available options to derive a decision, while there is growing evidence for the use of simplifying heuristics. Recently, a greedoid algorithm has been developed (Yee, Dahan, Hauser \& Orlin, 2007;...