An eye fixation analysis of multialternative choice

Eye fixations were recorded while subjects chose their most preferred of six used cars. Fixation sequences of the form X-Y-X-... were used to identify pair comparisons. This assumption was validated by verbal protocols and by a comparison between X-Y-X and X-Y-X-Y-... patterns. The results of three experiments showed: (1) that the multialternative choice process was composed primarily of pair comparisons; (2) that evaluative processing took placeonly during these comparisons; (3) that strategies for selecting the pairs were based primarily on information processing convenience; (4) that the sequence of pair comparisons was not used by the subjects as a sequential elimination process; and (5)that subjects changed their strategies to adapt to different task environments. These results have implications for current choice models and for the use of eye fixations in other complex tasks.     

An adaptive approach for modelling multiattribute choice

An adaptive approach for modelling individual-level choice among multiattribute alternatives using the binary logit model is presented. The algorithm involves the collection of paired comparison data. In an effort to maximize the amount of information obtainable from each response, it is based on the experimental design criterion of D-optimality. A simulation study indicates that the proposed algorithm outperforms other sequential selection approaches in terms of estimation accuracy and predictive efficiency under certain circumstances. The results appear to encourage the use of such an adaptive algorithm for individual-level modelling in light of the potential reduction in data requirements without significant loss in predictive accuracy.     

Comparison selection: An approach to the study of consumer judgment and choice

We introduce an alternative perspective on the study of consumer judgment and decision making, which is based on the notion that judgment and choice problems consist of comparisons that decision makers might select. Our new perspective proposes that if we can predict the likelihood that particular comparisons will become focal in a judgment or choice task, we will be able to gain a better understanding of and anticipate the resulting effect. Building on related literatures, we propose that comparison selection is driven by the task's latitude of acceptance (LOA) and comparison fluency (i.e., the overall ease of making that comparison). The task's LOA curve represents the range and concentration of potentially acceptable comparisons, whereas comparison fluency refers to the salience and ease of making the comparison. We illustrate our approach using previously studied problems (e.g., choice, variety seeking, the “jacket and calculator” problem, and contingent valuation) as well as new empirical tests.     

Extending a class of motion stimuli to study multiattribute texture perception

We present a class of stimuli that makes it possible to study the interaction of visual attributes in forming textural patterns. These stimuli are obtained in a simple manner from a class of motion stimuli that we described earlier (Papathomas & Gorea, 1988). The main advantages of the texture stimuli presented in this paper are: (1) each attribute can be arranged simultaneously with, but independently of, other attributes, (2) an arbitrary number of attributes can be used, (3) the interaction of attributes can be studied systematically, (4) direct comparison of two attributes is possible with stimuli in which the two are arranged to form competing patterns, and (5) because of the similarity to the motion stimuli, the relationship between texture and motion mechanisms can be investigated.     

On self-referencing differences in judgment and choice

Compared to judgment, choice is argued to elicit more self-referent processing and thereby produce greater subsequent recall of evaluated information. This response mode effect is shown to be dependent upon sufficient visualization to overcome the use of heuristic processing during choice. When visualizing prior to the task, choice leads to increased thinking about personal consumption occasions relative to judgment, leading to enhanced recall of vivid (vs. non-vivid) attributes. This proposed interaction of task and visualization was found in two experiments that assessed incidental recall following a choice or judgment task. In experiment 1, participants recalled more vivid product attribute information after choosing between options than after rating each option separately, but only when instructed to visualize during evaluation. To eliminate a comparison-based explanation of this effect, a second experiment was conducted that presented only one option in each category. Participants who evaluated their intention to purchase the option (a judgment equivalent of choice) demonstrated greater recall of vivid product attribute information than did participants who rated their liking for the option, and this recall difference was again moderated by instructions to visualize.     

A double law of comparative judgment for the analysis of preferential choice and similarities data

By virtue of certain modifications in the Law of Comparative Judgment, equations are developed which (i) permit the construction of a joint scale of individuals and items, as in the case of attitude measurement, directly from their pair-comparison preferences, and (ii) take into account the variable of laterality which is significant for the construction of group preference scales.This work was supported by grant NSF-G5820 from the National Science Foundation.     

Temporal-order judgment and reaction time for short and long stimuli

Summary The effect of intensity on visual latency was investigated. Visual latency was measured by two methods: simple motor reaction time (RT) and temporalorder judgment (TOJ). It was found, in accordance with previous studies, that the changes in RT were larger than TOJ latency when measured in the same range of intensity. Moreover, the relationship between TOJ latency and intensity was compared in two conditions: under so-called with-offset, the information about offset order was available for the subject, while under without-offset conditions it was not. It was hypothesized on the ground of Jakowski's 1991 study that the TOJ latency-intensity relation should differ for these two conditions because of the effect of intensity on visual persistence. We were unable to find any such effect.     

The influence of decision heuristics and overconfidence on multiattribute choice: A process-tracing study

In the present study it was shown that decision heuristics and confidence judgements play important roles in the building of preferences. Based on a dual-process account of thinking, the study compared people who did well versus poorly on a series of decision heuristics and overconfidence judgement tasks. The two groups were found to differ with regard to their information search behaviour in introduced multiattribute choice tasks. High performers on the judgemental tasks were less influenced in their decision processes by numerical information format (probabilities vs. frequencies) compared to low performers. They also looked at more attributes and spent more time on the multiattribute choice tasks. The results reveal that performance on decision heuristics and overconfidence tasks has a bearing both on heuristic and analytic processes in multiattribute decision making.     

Saccadic eye movements and localization of visual stimuli

Visual localization phenomena were studied before, during, and after a saccade. Light flashes of 5 and 9 msec duration presented before and during the eye movement were mislocated in the saccade direction, the localization error being a time function. When the 9-msec duration stimulus and saccade did not overlap in time, a stripe was reported, when they did not, the stimulus was perceived as a point. If a long-duration stimulus moved perpendicularly to the saccade direction with the same “sigmoidal” velocity, a curvilinear trace was perceived, regardless of the linear trace of the image on the retina. A stimulus with stabilized retinal image was perceived as a stationary point during the saccade. A possible theory to deal with the data was suggested by modifying the algebra of outflow-inflow theories.     

Individual response patterns in binary choice tasks with nondiscriminable stimuli

The present experiment sought to determine whether individual Ss tend to employ repeatedly the same response patterns in binary choice tasks containing nondiscriminable stimuli and, if so, whether the response sequences when used to constructstimulus sequences improve the performance of other choice tasks. Information and frequency analyses of the response sequences of 48 Ss showed moderate consistency of patterning within a light and within a tone task. Performance of a card task following the light and tone tasks was closely related to the task (light or tone) from which the stimulus sequence was obtained. The frequency analysis showed that repetition patterns were preferred by most Ss but at the expense of alternation responses. The presentation of reinforcement in the card task did not improve performance over that observed in the light and tone tasks.     

The relative judgment theory of two choice response time

Choice reaction times and response probabilities are analyzed in terms of a random walk decision process. The theory of relative judgment which gives rise to this analysis assumes that a presented stimulus is compared by the subject to an internal psychological standard or referent. Discrepancies between the stimulus and the referent are accumulated until one or the other of two response thresholds is exceeded. Results from three experiments are examined in detail. In each experiment a particular feature of the theory is tested and shown to be supported by the data. Methods of estimating the two parameters of the theory are given and an appendix presents a summary of theoretical results.     

Individual response patterns in binary choice tasks with nondiscriminable stimuli

The present experiment sought to determine whether individual Ss tend to employ repeatedly the same response patterns in binary choice tasks containing nondiscriminable stimuli and, if so, whether the response sequences when used to construct stimulus sequences improve the performance of other choice tasks. Information and frequency analyses of the response sequences of 48 Ss showed moderate consistency of patterning within a light and within a tone task. Performance of a card task following the light and tone tasks was closely related to the task (light or tone) from which the stimulus sequence was obtained. The frequency analysis showed that repetition patterns were preferred by most Ss but at the expense of alternation responses. The presentation of reinforcement in the card task did not improve performance over that observed in the light and tone tasks.     

A perspective on judgment and choice: mapping bounded rationality

Early studies of intuitive judgment and decision making conducted with the late Amos Tversky are reviewed in the context of two related concepts: an analysis of accessibility, the ease with which thoughts come to mind; a distinction between effortless intuition and deliberate reasoning. Intuitive thoughts, like percepts, are highly accessible. Determinants and consequences of accessibility help explain the central results of prospect theory, framing effects, the heuristic process of attribute substitution, and the characteristic biases that result from the substitution of nonextensional for extensional attributes. Variations in the accessibility of rules explain the occasional corrections of intuitive judgments. The study of biases is compatible with a view of intuitive thinking and decision making as generally skilled and successful.