SMAC: An interface for investigating sequential multiattribute choices

The sequential-sampling approach as applied to multiattribute choices assumes that an individual acquires one piece of attribute information at a time (across the competing alternatives) until sufficient cumulative discrimination has occurred to permit a choice. In such an environment, individuals must not only decide when to stop acquiring additional information but also, whenever additional information is desired, they must determine which attribute to acquire next. The SMAC (Sequential Multi-Attribute Choice) interface, described in this paper, was developed as a comprehensive data collection tool relevant to the many distinct stages of this type of sequential choice environment.