Journal Article Comparability and Hierarchical Processing in Multialternative Choice Get access Michael D. Johnson Michael D. Johnson Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 15, Issue 3, December 1988, Pages 303–314, https://doi.org/10.1086/209168 Published: 01 December 1988 Article history Received: 01 February 1987 Revision received: 01 May 1988 Published: 01 December 1988
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Michael Johnson (1988) studied this question.