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HeuristicsThe Foundations of Adaptive Behavior$
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Gerd Gigerenzer, Ralph Hertwig, and Thorsten Pachur

Print publication date: 2011

Print ISBN-13: 9780199744282

Published to Oxford Scholarship Online: May 2011

DOI: 10.1093/acprof:oso/9780199744282.001.0001

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A Response-Time Approach to Comparing Generalized Rational and Take-the-Best Models of Decision Making

A Response-Time Approach to Comparing Generalized Rational and Take-the-Best Models of Decision Making

Chapter:
(p.401) Chapter 19 A Response-Time Approach to Comparing Generalized Rational and Take-the-Best Models of Decision Making
Source:
Heuristics
Author(s):

F. Bryan Bergert

Robert M. Nosofsky

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199744282.003.0019

This chapter develops and tests generalized versions of take-the-best (TTB) and rational (RAT) models of multiattribute paired-comparison inference. The generalized models make allowances for subjective attribute weighting, probabilistic orders of attribute inspection, and noisy decision making. A key new test involves a response-time (RT) approach. TTB predicts that RT is determined solely by the expected time required to locate the 1st discriminating attribute, whereas RAT predicts that RT is determined by the difference in summed evidence between the two alternatives. Critical test pairs are used that partially decouple these two factors. Under conditions in which ideal observer TTB and RAT strategies yield equivalent decisions, both the RT results and the estimated attribute weights suggest that the vast majority of subjects adopted the generalized TTB strategy. The RT approach is also validated in an experimental condition in which use of a RAT strategy is essentially forced upon subjects.

Keywords:   decision making, response times, paired-comparison inference, take-the-best, heuristics

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