analyze every alternative. To capture these situations, we formulate a framework to study behavioral search by utilizing the … idea of consideration sets. Consumers engage in a dynamic search process. At each stage, they consider only those options … identify both search paths and preferences. …

We study two dimensions of complexity that may interfere with individual choice. The first one is object complexity … complexity, which increases when suboptimal alternatives become more similar to optimal ones. We develop a satisficing …, as the object complexity of an optimal (suboptimal) alternative increases, it becomes less (more) likely to be chosen …