ABSTRACT
In modern life, people frequently face situations where they have to make choices between a variety of options. Purchasing a smartphone, picking an energy supplier, or deciding upon a cancer treatment are just a few examples where a number of features of the available alternatives have to be considered when making a decision. How people make these decisions is a fascinating topic and contributions to this area have been made from many disciplines including psychology, marketing, econometrics, and statistics. As a consequence, the study of choice behavior is a truly multidisciplinary endeavor.
