Multi-Attribute Choice

Explanations > Theories > Multi-Attribute Choice

Description | Example | So What? | See also | References

Description

How do people make choices when there are many attributes to compare (which is most of the time).

When there are simple choices, they will use compensatory strategies, trading off different attributes, such as condition against color. Traded attributes are often of similar priority. Another approach is to focus on differences.

With complex choices, non-compensatory strategies are often used.

The conjunctive rule is used to eliminate choices that are outside boundaries, such as price levels.
The disjunctive rule is used to evaluate each choice in terms of its best attribute.
Lexicographic choice is used to choose on one dimension only.
Elimination-by-aspects compares one key dimension at a time, eliminating those that do not fit.

Example

When I bought a new pair of loudspeakers, I used a compensatory strategy to compare and trade off differences between the speakers available in the shop.

So what?

Using it

Find out the strategies that they prefer, for example with a discussion about previous choice and then play to it.

Defending

Be aware of the strategies you use and the alternatives. Watch out for people leading you up the garden path.

References

Einhorn and Hogarth (1981), Payne (1982), Hogarth (1987)

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