Most purchases involve choices among options with incomplete attribute information. In such situations, consumers often have the option not to choose any of the alternatives to avoid uncertainty. Alternatively, consumers can make inferences about the missing attributes. These inferences may...

Choice options almost always have some information that is unavailable. Some researchers have argued that consumers do not form inferences in these situations, while others have shown that consumers rely on existing attributes to infer missing ones. This paper focuses on what happens to choices...