Bordado, Pedro; Gennaioli, Nicola; Shleifer, Andrei - Barcelona Graduate School of Economics (Barcelona GSE) - 2012
We present a theory of context-dependent choice in which a consumer's attention is drawn to salient attributes of goods, such as quality or price. An attribute is salient for a good when it stands out among the good's attributes, relative to that attribute's average level in the choice set (or...