Judgment as a component decision process for choosing between sequentially available alternatives

Franz Schmalhofer · Heiner Gertzen

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Decision-Making and Behavioral Economics Multi-Criteria Decision Making Neural and Behavioral Psychology Studies

Abstract

Choicealternatives are frequently presented as multidimensional descriptions.In some cases the alternatives can be looked at together, While in other cases the alternatives are located in different places and can only be inspected in sequence.For example, the products offered in a store are simultaneously available to the purchaser, whereas the information about products in different stores must be processed in sequence, possibly separated by some unrelated cognitive activity such as finding the way to the next store.This differential availability of the information about the alternatives could influence the cognitive processes which determine a choice.For simultaneously available alternatives, dimensional comparisons are usually applied to derive a choice ( Russo & Dosher, 1983).However, dimensional processing could lead to a high cognitive load for sequentialy presented alternatives.Since people have limited capacity for processing information, they tend to apply decision procedures which reduce this cognitive load.To reduce the cognitive effort a strategy involving overall judgments of each alternative and a subsequent comparison of the overall judgments could be applied instead.In the present paper, the criterion dependent choice models designed to explain the selectivity and adaptiveness of human choice processes (Schmalhofer, Albert, Aschenbrenner & Gertzen, 1986) are used to analyze the effort and quality of two different choice procedures.For sequentially and simultaneously available alternatives dimensional comparisons and overall judgments will be analyzed as component processes in binary choices.The results of this analysis will then be compared to the results of an This research was supported by a grant from DFG (Al 205/1).

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1969Intransitivity of preferences.1974Linear models in decision making.1985Effort and Accuracy in Choice 1983Strategies for multiattribute binary choice.1985Decision making under uncertainty: A comparison of simple scalability, fixed-sample, and sequential-sampling models.1982Toward a Procedural Theory of Judgment.1984Stochastic choice heuristics 1986Process Traces of Binary Choices: Evidence for Selective and Adaptive Decision Heuristics

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1986Cognitive choice processes for sequentially or simultaneously presented alternatives 1989Choice Basis, a Model for Multi-attribute Preference: some more Evidence

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