The majority rule in individual decision making |
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| Affiliation: | 1. Department of Psychology, University of Basel, Missionsstrasse 62A, 4055 Basel, Switzerland;2. Cognitive Science Program, Indiana University, 1101 E. 10th Street, Bloomington, IN 47405, USA;3. Department of Research Methodology, Measurement and Data-Analysis, University of Twente, Drienerlolaan 5, 7522 NB Enschede, The Netherlands;4. Department of Psychiatry, Virginia Commonwealth University, 1200 East Broad Street, Richmond, VA 23298-0710, USA;5. Department of Human Genetics, Virginia Commonwealth University, 1101 East Marshall Street, Richmond, VA 23298-0033, USA;6. Department of Psychology, Division of Molecular Neuroscience, University of Basel, Birmannsgasse 8, 4055 Basel, Switzerland |
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| Abstract: | This research investigates an understudied decision heuristic, the majority rule. By using the rule, decision makers choose the option superior on most of the available cues. Cues are broadly defined, including advisors and attributes. We propose that decision makers are more likely to use the majority rule when encouraged to employ intra-cue comparison as opposed to intra-option integration, and that their choices are influenced by factors that influence which option appears majority superior. We corroborate the two propositions in four studies. In Studies 1 and 2, we explore two factors that moderate use of the majority rule through facilitating intra-cue comparison or intra-option integration—response mode and information display format. In Studies 3 and 4, we explore two factors that influence choice through influencing which option appears majority-superior—cue-unpacking and cue-regrouping. |
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