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Advancing Non-compensatory Choice Models in Marketing

Author

Listed:
  • Anocha Aribarg

    (University of Michigan)

  • Thomas Otter

    (Goethe University)

  • Daniel Zantedeschi

    (The Ohio State University)

  • Greg M. Allenby

    (The Ohio State University)

  • Taylor Bentley

    (The University of Texas at Austin)

  • David J. Curry

    (University of Cincinnati)

  • Marc Dotson

    (Brigham Young University)

  • Ty Henderson

    (The University of Texas at Austin)

  • Elisabeth Honka

    (University of California Los Angeles)

  • Rajeev Kohli

    (Columbia University)

  • Kamel Jedidi

    (Columbia University)

  • Stephan Seiler

    (Stanford University)

  • Xin (Shane) Wang

    (Western University)

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.

Suggested Citation

  • Anocha Aribarg & Thomas Otter & Daniel Zantedeschi & Greg M. Allenby & Taylor Bentley & David J. Curry & Marc Dotson & Ty Henderson & Elisabeth Honka & Rajeev Kohli & Kamel Jedidi & Stephan Seiler & X, 2018. "Advancing Non-compensatory Choice Models in Marketing," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(1), pages 82-92, March.
    • Handle: RePEc:spr:custns:v:5:y:2018:i:1:d:10.1007_s40547-017-0072-0
    DOI: 10.1007/s40547-017-0072-0
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