“…Specifically, under TP, consumers tend to: (a) process information faster (e.g., Ben-Zur & Breznitz, 1981), (b) filter information (Miller, 1960), choose products using heuristics (Hamlin, 2010;Pachur & Hertwig, 2006;Scheibehenne, Miesler, & Todd, 2007;Suri & Monroe, 2003), but (c) accomplish high utility choices (Kocher & Sutter, 2006). Moreover, high utility choices may be achieved by focusing in some of the attributes (e.g., Wright, 1974) while ignoring some options in the assortment (Beach, 1993) or by using lexicographic strategies (Rieskamp & Hoffrage, 2008), such as deciding upon more visual than textual information (Pieters & Warlop, 1999).…”