Compensatory vs. heuristic models of multi-attribute choice скачать в хорошем качестве

Compensatory vs. heuristic models of multi-attribute choice

Whereas the normative model of multi-attribute decisions are compensatory, a predominant assumption in the decision-making literature, is that humans mostly rely on simplifying heuristics (such as Take the Best, TTB) when making such decisions under time constraints. I will review data from my lab showing that despite remarkable individual differences, most participants in multi-attribute decision experiments (about 60%) deloy fast compensoatory strategies (mean-RT ~1.5 sec). I will then examine the possibility that the data may be accounted for by a single attribute heuristic, which selects the attribute probabilitically, and which mimics the choice pattern of a compensatory model. I will show that this probabilistic heuristic can be distinguished from the compensatory model based on RT, with the data fully supporting the compensatory model (for those 60% of the participants). I will suggest that what distinguishes these participants is a process of holistic intuition, which focusses attention to value integration within alternatives rather that on within-attribute comparisions. If time will suffice, I may show some data showing a manipulation that enhances within-alternative processes, and which reduces intransitive-preferences.