Perspectives on Multiple Category Choice

Multiple category choice is a decision process in which an individual selects a number of goods, all of which are nonsubstitutable with respect to consumption. Choices can be made either simultaneously or sequentially. The key feature of multiple category choice is the treatment of the choices as interrelated because each item in the final collection of goods contributes to the achievement of a common behavioral goal. We discuss current and potential applications of psychology, economics and consumer choice theory in developing models of multiple category choice.