Sorger emphasizes that models are simplified versions of reality that help managers navigate complexity. One of his most vital contributions is the application of . This model forces customers to make trade-offs between product features, allowing marketers to mathematically determine which attributes—like price, brand, or durability—actually drive the purchase decision.
He defines a "model" as a simplified representation of reality used to solve specific problems, such as assessing how advertising variables directly impact sales. Sorger emphasizes that models are simplified versions of