Epstein (1994; 2003) proposed that there are two cognitive information processing systems that operate in parallel: the intuitive thinking style and the rational thinking style. Decisional fit occurs when the preferred thinking style is applied to making a decision and research has shown that this fit increases the value of the outcome of a decision. Additionally, decisional fit leads to less r...

Consumer research has indicated that consumers use compensatory and non-compensatory decision strategies when formulating their purchasing decisions. Compensatory decision-making strategies are used when the consumer fully rationalizes their decision outcome whereas non-compensatory decision-making strategies are used when the consumer considers only that information which has most meaning to t...