Faculty of Economics and Business Administration Publications Database

Advancing Non-compensatory Choice Models in Marketing

Authors:
Ariberg, Anoche
Zantedeschi, Daniel
Allenby, Greg M.
Bentley, Taylor
Curry, David J.
Dotson, Marc
Henderson, Ty
Honka, Elisabeth
Kohli, Rajeev
Jedidi, Kamel
Seiler, Stephan
Wang, Xin Shane
Source:
Link External Source: Online Version
Year: 2017
Keywords: Non-compensatory; Lexicographic; Elimination by aspects; Search Identification; Error theory; Direct utility
Abstract: The extant choice literature has proposed different non-compensatory rules as a more realistic description of consumers’ choice than a standard compensatory model. Some research has further suggested a two-stage sequential decision process of non-compensatory consideration and then compensatory choice, where the determinants of each stage may differ. Some aspects of non-compensatory choice modeling are under-studied. In this article, we hope to advance the understanding of non-compensatory choice models with the following aims: (a) providing an overview of existing representations for non-compensatory choice decisions, (b) discussing how such choice decisions can manifest from the economic search theoretical perspective, (c) exploring the empirical identification of non-compensatory decisions using different data, and (d) presenting applications of non-compensatory choice models in novel domains.
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