Laroche, Michel; Kim, Chankon; Matsui, Takayoshi - In: Journal of Consumer Marketing 20 (2003) 3, pp. 192-209
This study empirically investigates consumers’ use of five heuristics (conjunctive, disjunctive, lexicographic, linear additive, and geometric compensatory) in the consideration set formation, a critical first phase before actual choice behavior. Data were collected on the selection of beer...