Heterogeneity in decision processes: Embedding extremeness aversion, risk attitude and perceptual conditioning in multiple process rules choice making

There is an increasing interest, in the discrete choice modelling literature, in alternative behavioural paradigms that represent ways in which individuals make choices when faced with a choice set of alternatives. We see an increasing number of studies using process heuristics such as attribute non-attendance, relative advantage maximisation, extremeness aversion and value learning. With some exceptions, the study of each heuristic has been...