Approaching the best while avoiding the worst option: Consumer choice modeling via TOPSIS

Abstract Multi-attribute decision-making models are often employed for assessing consumer brand preferences. We introduce Hwang and Yoon’s (1981) Technique for Order Performance by Similarity to Ideal Solution (TOPSIS) methodology from the field of decision sciences and empirically contrast it with Fishbein’s (1967) Multi-Attribute Attitude Model that is widely used in marketing. The Fishbein model assesses brand preferences by combining attribute belief ratings with their importance weights, while TOPSIS evaluates brands by optimizing their distances from positive and negative ideal solutions—a framework consistent with behaviors instigated by approach-avoidance motivations. The advantages and suitability of the TOPSIS method within consumer research are discussed.