Component processes underlying choice

Cacioppo, J. T., & Nusbaum, H. S. (2003). "Component processes underlying choice," Proceedings of the National Academy of Sciences of the United States of America, 100 (6): 3016-7.

 The processes underlying choice were once thought to be straightforward: individuals were conceptualized as rational decision makers who intuitively calculated the expected value of alternatives and selected the option with the highest expected value. As seen through the lens of the behavioral sciences, this characterization of choice processes is simplistic and often misleading. Human decisions are subject to a variety of internal biases and context effects from the availability heuristic and confirmatory bias to groupthink. Psychological research has demonstrated how alternative choices, previous experiences, associations, culture, and ways of thinking about a situation all affect decisions in ways that are not predicted by simple Bayesian models and rational choices. This paper examines deviations from rational choice.

 (Introduction, edited)

Source: PNAS

(My publication)Posted: Friday, January 1, 1999 by h-nusbaum
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