A million answers to twenty questions: Choosing by checklist
نویسندگان
چکیده
Many decision models in marketing science and psychology assume that a consumer chooses by proceeding sequentially through a checklist of desirable properties. These models are contrasted to the utility maximization model of rationality in economics. We show on the contrary that the two approaches are nearly equivalent. Moreover, the length of the shortest checklist as a proportion of the number of an agents indi¤erence classes shrinks to 0 (at an exponential rate) as the number of indi¤erence classes increases. Checklists therefore provide a rapid procedural basis for utility maximization. JEL codes: D01.
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ورودعنوان ژورنال:
- J. Economic Theory
دوره 147 شماره
صفحات -
تاریخ انتشار 2012