Salience and Consumer Choice
提出一个情境依赖选择理论，消费者注意力被商品的质量或价格等显著属性吸引，导致对显著属性赋予过高权重，从而解释诱饵效应、情境依赖支付意愿及价格冲击下的需求变化。
We present a theory of context-dependent choice in which a consumer’s attention is drawn to salient attributes of goods, such as quality or price. An attribute is salient for a good when it stands out among the good’s attributes, relative to that attribute’s average level in the choice set (or generally, the evoked set). Consumers attach disproportionately high weight to salient attributes and their choices are tilted toward goods with higher quality/price ratios. The model accounts for a variety of disparate evidence, including decoy effects, context-dependent willingness to pay, and large shifts in demand in response to price shocks.