Luce & Perry (Luce, R.D. & Perry, A.)

Luce and Perry developed a model to understand how people evaluate and choose among different options. They proposed that individuals compare options on each attribute (such as price, quality, or speed) separately, rather than considering all factors at once. By understanding these pairwise comparisons, their model predicts which option a person is likely to prefer when faced with multiple choices. This approach helps explain decision-making behaviors in various contexts, from consumer choices to psychological assessments, by highlighting the importance of evaluating individual features rather than entire options simultaneously.