On decision rules and information processing strategies for choices among multiattribute alternatives

Abstract.— It is suggested that a decision in a complex situation can be described as a sequential process in which different decision rules and information processing strategies can be used at different points in time. Examples of possible decision rules are presented in an approximate order of complexity. Two ways for processing the information in a decision situation, viz., breadth-first or depth-first strategies, are discussed and suggestions are made about their relationship to particular decision rules. Finally, it is proposed that the order of application of particular rules in a decision process is guided by a tendency to minimize cognitive effort.