Multiattribute Decision Making in Context: A Dynamic Neural Network Methodology

A theoretical structure for multiattribute decision making is presented, based on a dynamical system for interactions in a neural network incorporating affective and rational variables. This enables modeling of problems that elude two prevailing economic decision theories: subjective expected utility theory and prospect theory. The network is unlike some that fit economic data by choosing optimal weights or coefficients within a predetermined mathematical framework. Rather, the framework itself is based on principles used elsewhere to model many other cognitive and behavioral data, in a manner approximating how humans perform behavioral functions. Different, interconnected modules within the network encode (a) attributes of objects among which choices are made, (b) object categories, (c) and goals of the decision maker. An example is utilized to simulate the actual consumer choice between old and new versions of Coca-Cola. Potential applications are also discussed to market decisions involving negotiations between participants, such as international petroleum traders.     

Influence of Connectives on Language Comprehension: Eye tracking Evidence for Incremental Interpretation

An eye-tracking experiment investigated whether incremental interpretation applies to interclausal relationships. According to Millis and Just's (1994) delayed-integration hypothesis, interclausal relationships are not computed until the end of the second clause, because the processor needs to have two full propositions before integration can occur. We investigated the processing of causal and diagnostic sentences (Sweetser, 1990; Tversky & Kahneman, 1982) that contained the connective because . Previous research (Traxler, Sanford, Aked, & Moxey, 1997) has demonstrated that readers have greater difficulty processing diagnostic sentences than causal sentences. Our results indicated that difficulty processing diagnostic sentences occurred well before the end of the second clause. Thus comprehenders appear to compute interclausal relationships incrementally.