This paper develops a theoretical model of optimal effort in consumer choice.The model extends previous consumer choice models in that the consumer not only chooses a product, but also decides how much effort to apply to a given choice problem.The model yields a unique optimal level of effort,...

This study investigates the impact of choice complexity on consumer utility and choice.The authors find that for choices with up to seven alternatives and seven attributes choice accuracy is affected by three context-based complexity effects but not by task-based complexity.The results suggest...