Hassebrauck, Manfred; Vogt, Cornelia; Diehl, Michael - Sonderforschungsbereich 504 "Rationalitätskonzepte, …; … - 1997
According to the prototype-matching model of decision making decisions are based on available alternatives which are compared with the activated prototype in the respective context. The similarity of alternatives to the prototype determines preferences and decision making. The most fundamental...