“…Consumers are paradoxically rational and irrational, consistent and inconsistent, and aware and unaware at the same time (Cojanu, 2017). Consumers use strategies to navigate through alternatives to reach a decision: a compensatory strategy consisting of an equallyweighted strategy (Von Gunten & Scherer, 2019), a different weighted strategy (Vidhate & Kulkarni, 2018), a non-compensatory strategy consisting of satisficing (Zhou, Zhang, Li, & Liang, 2018), elimination by aspects (Liu, Morrison, Wiggins, &Perry, 2021), andlexicographic (Von Gunten &Scherer, 2019).…”