Advancing Non-compensatory Choice Models in Marketing

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 noncompensatory 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) * Daniel Zantedeschi [email protected] Anocha Aribarg [email protected] Thomas Otter [email protected] Greg M. Allenby [email protected] Taylor Bentley [email protected] David J. Curry [email protected] Marc Dotson [email protected] Ty Henderson [email protected] Elisabeth Honka [email protected] Rajeev Kohli [email protected] Kamel Jedidi [email protected] Stephan Seiler [email protected] Xin (Shane) Wang [email protected] 1 Ross School of Business, University of Michigan, Ann Arbor, USA 2 Goethe University, Frankfurt am Main, Germany 3 Fisher College of Business, The Ohio State University, Columbus, USA 4 McCombs School of Business, The University of Texas at Austin, Austin, USA 5 Lindner College of Business, University of Cincinnati, Cincinnati, USA 6 Marriott School of Management, Brigham Young University, Provo, USA 7 Anderson School of Management, University of California Los Angeles, Los Angeles, USA 8 Graduate School of Business, Columbia University, New York, USA 9 Graduate School of Business, Stanford University, Stanford, USA 10 Ivey Business School, Western University, London, Canada Cust. Need. and Solut. DOI 10.1007/s40547-017-0072-0