Business Intelligence

Reason-Based Choice: A Bargaining Rationale For The Attraction And Compromise Effects

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Executive Summary

Many of the decision problems we face are complicated by the fact that there is no single dimension or criterion for evaluating the available alternatives. For example, when searching for an apartment or a house, the ranking of the available options may be very different depending on whether the criterion we use is price, size, proximity to work or quality of schools. Similarly, when choosing a car, there are several different criteria or dimensions that one may use such as price, safety, gas efficiency, size, color or esthetics.

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