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The perception-adjusted Luce model


  • Echenique, Federico
  • Saito, Kota
  • Tserenjigmid, Gerelt


We develop an axiomatic theory of random choice that builds on Luce’s (1959) model to incorporate a role for perception. We capture the role of perception through perception priorities; priorities that determine whether an object or alternative is perceived sooner or later than other alternatives. We identify agents’ perception priorities from their violations of Luce’s axiom of independence from irrelevant alternatives (IIA). The direction of the violation of IIA implies an orientation of agents’ priority rankings. We adjust choice probabilities to account for the effects of perception, and impose that adjusted choice probabilities satisfy IIA. So all violations of IIA are accounted for by the perception order. The theory can explain some very well-documented behavioral phenomena in individual choice.

Suggested Citation

  • Echenique, Federico & Saito, Kota & Tserenjigmid, Gerelt, 2018. "The perception-adjusted Luce model," Mathematical Social Sciences, Elsevier, vol. 93(C), pages 67-76.
  • Handle: RePEc:eee:matsoc:v:93:y:2018:i:c:p:67-76
    DOI: 10.1016/j.mathsocsci.2018.02.004

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    References listed on IDEAS

    1. Simonson, Itamar, 1989. " Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research, Oxford University Press, vol. 16(2), pages 158-174, September.
    2. Jörg Rieskamp & Jerome R. Busemeyer & Barbara A. Mellers, 2006. "Extending the Bounds of Rationality: Evidence and Theories of Preferential Choice," Journal of Economic Literature, American Economic Association, vol. 44(3), pages 631-661, September.
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    4. Barbera, Salvador & Pattanaik, Prasanta K, 1986. "Falmagne and the Rationalizability of Stochastic Choices in Terms of Random Orderings," Econometrica, Econometric Society, vol. 54(3), pages 707-715, May.
    5. Herne, Kaisa, 1997. "Decoy alternatives in policy choices: Asymmetric domination and compromise effects," European Journal of Political Economy, Elsevier, vol. 13(3), pages 575-589, September.
    6. Loomes, Graham & Starmer, Chris & Sugden, Robert, 1991. "Observing Violations of Transitivity by Experimental Methods," Econometrica, Econometric Society, vol. 59(2), pages 425-439, March.
    7. Drew Fudenberg & Ryota Iijima & Tomasz Strzalecki, 2015. "Stochastic Choice and Revealed Perturbed Utility," Econometrica, Econometric Society, vol. 83, pages 2371-2409, November.
    8. Faruk Gul & Paulo Natenzon & Wolfgang Pesendorfer, 2014. "Random Choice as Behavioral Optimization," Econometrica, Econometric Society, vol. 82, pages 1873-1912, September.
    9. Huber, Joel & Payne, John W & Puto, Christopher, 1982. " Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Research, Oxford University Press, vol. 9(1), pages 90-98, June.
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    Cited by:

    1. Tserenjigmid, Gerelt, 2019. "Choosing with the worst in mind: A reference-dependent model," Journal of Economic Behavior & Organization, Elsevier, vol. 157(C), pages 631-652.
    2. Steverson, Kai & Brandenburger, Adam & Glimcher, Paul, 2019. "Choice-theoretic foundations of the divisive normalization model," Journal of Economic Behavior & Organization, Elsevier, vol. 164(C), pages 148-165.
    3. Flores, Alvaro & Berbeglia, Gerardo & Van Hentenryck, Pascal, 2019. "Assortment optimization under the Sequential Multinomial Logit Model," European Journal of Operational Research, Elsevier, vol. 273(3), pages 1052-1064.
    4. Federico Echenique & Kota Saito, 2019. "General Luce model," Economic Theory, Springer;Society for the Advancement of Economic Theory (SAET), vol. 68(4), pages 811-826, November.
    5. Horan, Sean, 2019. "Random consideration and choice: A case study of “default” options," Mathematical Social Sciences, Elsevier, vol. 102(C), pages 73-84.
    6. Duffy, Sean & Gussman, Steven & Smith, John, 2019. "Judgments of length in the economics laboratory: Are there brains in choice?," MPRA Paper 93126, University Library of Munich, Germany.

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