Many decision models in marketing science and psychology assume that a consumer chooses by proceeding sequentially through a checklist of desirable properties. These models are contrasted to the utility maximization model of rationality in economics. We show on the contrary that the two...

In order to incorporate recent developments in Bounded Rationality and Behavioral Economics into Choice Theory, we introduce the notion of an extended choice problem (A,f) where A is a set of alternatives and f is a frame. A frame consists of observable information that appears to be irrelevant...