We introduce a utility theory-based model of consumers' mental representation of attributes and benefits in decisions between complex alternatives. The model relies on the fact that there are cognitive costs and gains to activating additional decision components in mental representations. The...

We introduce an extension of the discrete choice model to take into account individuals' mental representation of a choice problem. We argue that, especially in daily activity and travel choices, the activated needs of an individual have an influence on the benefits he or she pursues in the...

This paper introduces the online Causal Network Elicitation Technique (CNET), as a technique for measuring components of mental representations of choice tasks and compares it with the more common technique of online ‘hard’ laddering (HL). While CNET works in basically two phases, one in...