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.
(My publication)Posted: Friday, January 1, 1999