Theoretical models are developed for two strategies consumers use to choose among "noncomparable" alternatives. The models view consumers as trading off decision error and processing effort when selecting a decision strategy. The models predict the use of choice strategies, and implicit abstraction processes, for noncomparable alternatives in a number of different circumstances.
Johnson, M. D. (1986). Modeling choice strategies for noncomparable alternatives [Electronic version]. Marketing Science, 5(1), 37-54. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/426/