Choice by Contextual Associations

• Authors: Jose Apesteguia and Andrea Salvanti
• BSE Working Paper: 1606 | October 2026
• Keywords: Framing, random utility model, associations, contexts, topics, moral values
• JEL codes: D01, D03, D60

Choice behavior is significantly influenced by context. Evidence from cognitive science suggests that this dependency may be driven by associations. In this paper, we propose a choice-theoretic model of contextual associations. We formalize contexts as sets of topics. This allows us to define associations as links between alternatives and topics that directly impact utility. We characterize the model’s empirical content, establish conditions for identification, analyze its comparative statics, and propose several extensions. To demonstrate the model’s portability, we apply it to a setting of probabilistic voting, providing a new, association-based mechanism for political polarization.