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.     

Roles and Role Conflict of Women in Infertile Couples

This study explored the experience of role conflict for women in infertile couples. The infertile group consisted of 29 women who, with their husbands, were beginning an infertility program; comparison group subjects were 29 married women with no history of inability to conceive. Each subject completed self-report instruments measuring role conceptions and expectations, the experience of role conflict, and occupational commitment. Each husband also reported his role expectations for his ideal woman. Also, a semi-structured interview was conducted with each infertile subject. Compared to the control group, the infertile group's role conceptions were more traditional; they reported less role conflict of various kinds, and they showed greater occupational commitment. They did not differ significantly on degree of wife-husband role discrepancy, or on mother's occupational commitment. These findings lead to an understanding of infertility as part of an interactional system for dealing with potentially intolerable sources of role conflict.