A Reference-Dependent Representation with Subjective Tastes

Experimental and empirical evidence documents instances where the presence of an inferior option in a menu increases the attractiveness of the better options from that menu and thus distorts the normative ranking across menus. We analyze the case when in addition to this so called context-effects bias there is also a concern for flexibility, in the spirit of the literature initiated by Kreps (1979) and Dekel, Lipman and Rustichini (2001). Since...