This article empirically analyzes consumer behavior of watching TV dramas via case-based decision theory. This theory models consumer decision under uncertainty in product quality, based on subjective evaluations of previous purchases for similar goods. Our empirical analysis is concerned with...</i>

This article empirically analyzes consumer behavior of viewing TV dramas using case-based decision theory. The theory addresses an economic situation with structural ignorance, where states of the world are not naturally given nor simply formulated for a decision-maker. Under this theory,...