Cameron, Trudy Ann; DeShazo, J. R. - In: Journal of choice modelling 3 (2010) 3, pp. 73-115
We show in a theoretical model that the benefit from additional attention to the marginal attribute within a choice set depends upon the expected utility loss from making a suboptimal choice if it is ignored. Guided by this analysis, we then develop an empirical method to measure an individual's...