Das "prototype matching"-Modell des Entscheidungsverhaltens: Darstellung des Modells und erste Ergebnisse

According to the prototype-matching model of decision making decisions are based on available alternatives which are compared with the activated prototype in the respective context. The similarity of alternatives to the prototype determines preferences and decision making. The most fundamental aspects of the model have been tested in five studies where job applicants had to be selected. Studies 1 and 2 indicate that the category "flight attendant" has a prototypical structure. In study 1, 107 participants listed features of flight attendants. 62 of these features were rated for centrality in study 2 by 119 participants. Participants reliably distinguished between central and peripheral features of the category äflight attendant¶. Based on these centrality ratings the distance of fictitious job applicants from the prototype was manipulated experimentally in study 3 with 120 participants. As expected, the job suitability of applicants was judged more positive the closer they were to the prototype and this information was also used for decision making. In study 4, the role of central and peripheral features was examined separately. Consistent with our hypotheses, central features are more important than peripheral features for job suitability and decision making. Further results indicate that decisions are mediated by the perceived centrality of features of job applicants. Central features are more available in memory than peripheral features are. As it has been shown with 58 participants in study 5, the greater availability of central features leads to intrusion-errors so that central features not initially part of an alternative have an effect on preference judgments and decision making. In sum, the data supports the fundamental aspects of the prototype-matching model of decision making. Das "prototype matching"-Modell des Entscheidungsverhaltens geht davon aus, daß bei einer Entscheidung die zur Verfügung stehenden Alternativen mit dem im jeweiligen Konte