“…On the other hand, when a decision task is comparatively simple, decision makers tend to use more complex and effortful decision heuristics such as compensatory decision strategies in which a low value on one attribute can be compensated for by a high value on another attribute. These findings were obtained in studies manipulating time pressure (e.g., Payne et al, 1988;Svenson & Maule, 1993;Wright, 1974;Zakay, 1985), and in studies manipu-lating the numbers of alternatives or attributes (e.g., Biggs et al, 1985;Billing & Marcus, 1983;Kerstholt, 1992;Lohse & Johnson, 1996;Olshavsky, 1979;Payne, 1976;Sundstrom, 1987;Takemura, 1993).…”