%0 Journal Article %1 shug1980 %A Shugan, Steven M. %D 1980 %I The University of Chicago Press %J The Journal of Consumer Research %K %N 2 %P 99--111 %T The Cost of Thinking %U http://www.jstor.org/stable/2489077 %V 7 %X A theory and methodology are developed for explicitly considering the cost of comparing diverse choice alternatives. The theory allows (1) explicit analytical measures of the cost of using various simplified decision strategies, and (2) predictions regarding the distribution of mistakes a consumer is likely to make when reducing decision-making effort.

@article{shug1980, abstract = {A theory and methodology are developed for explicitly considering the cost of comparing diverse choice alternatives. The theory allows (1) explicit analytical measures of the cost of using various simplified decision strategies, and (2) predictions regarding the distribution of mistakes a consumer is likely to make when reducing decision-making effort.}, added-at = {2010-01-14T13:36:44.000+0100}, author = {Shugan, Steven M.}, biburl = {https://www.bibsonomy.org/bibtex/26efe46c3de7e60ab8037fd56a7c3bb5d/enterldestodes}, copyright = {Copyright © 1980 Journal of Consumer Research Inc.}, interhash = {a93f652ff911f02ef5212d0049b1b19f}, intrahash = {6efe46c3de7e60ab8037fd56a7c3bb5d}, issn = {00935301}, journal = {The Journal of Consumer Research}, jstor_articletype = {primary_article}, jstor_formatteddate = {Sep., 1980}, keywords = {}, number = 2, pages = {99--111}, publisher = {The University of Chicago Press}, timestamp = {2010-01-14T13:36:44.000+0100}, title = {The Cost of Thinking}, url = {http://www.jstor.org/stable/2489077}, volume = 7, year = 1980 }