Research on consumer choice has focused on easily comparable alternatives, a subset of the choices consumers regularly face. This paper outlines the problem and two general strategies for comparing noncomparable alternatives, a subset of choices that has been overlooked in the literature. Experiments are reported that support use of the strategies.
Johnson, M. D. (1984). Consumer choice strategies for comparing noncomparable alternatives [Electronic version]. Journal of Consumer Research, 11(3), 741-753. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/425/