Attribute Conflict and Preference Uncertainty: Effects on Judgment Time and Error
This research investigates preference uncertainty generated as a function of specific alternative characteristics during multiattribute evaluative judgments. We propose that preference uncertainty has at least two behavioral manifestations: longer judgment times and greater response error in expressed preferences. We investigate two hypotheses regarding stimulus-based causes of preference uncertainty. As predicted by our attribute conflict hypothesis, greater within-alternative conflict (discrepancy among the attributes of an evaluative alternative) led to longer judgment times and greater response error. As predicted by our attribute extremity hypothesis, greater attribute extremity (very high or low attribute values) resulted in shorter judgment times and less response error. We also found that judgment times and response errors were strongly positively correlated at the item level, consistent with our assumption that preference uncertainty generated by stimulus characteristics is manifested in judgment time and error. Finally, we found that the item-level preference uncertainty effects proposed here operate in parallel with strategy-level, effort-accuracy tradeoffs observable across participants. These findings are consistent with the RandMAU random multiattribute utility model developed in a companion article by Fischer et al. (2000).
Volume (Year): 46 (2000)
Issue (Month): 1 (January)
|Contact details of provider:|| Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA|
Web page: http://www.informs.org/
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Loomes, Graham & Sugden, Robert, 1982. "Regret Theory: An Alternative Theory of Rational Choice under Uncertainty," Economic Journal, Royal Economic Society, vol. 92(368), pages 805-24, December.
- Gregory W. Fischer & Jianmin Jia & Mary Frances Luce, 2000. "Attribute Conflict and Preference Uncertainty: The RandMAU Model," Management Science, INFORMS, vol. 46(5), pages 669-684, May.
- James G. March, 1978. "Bounded Rationality, Ambiguity, and the Engineering of Choice," Bell Journal of Economics, The RAND Corporation, vol. 9(2), pages 587-608, Autumn.
- Gregory W. Fischer & Ziv Carmon & Dan Ariely & Gal Zauberman, 1999. "Goal-Based Construction of Preferences: Task Goals and the Prominence Effect," Management Science, INFORMS, vol. 45(8), pages 1057-1075, August.
- Luce, Mary Frances, 1998. " Choosing to Avoid: Coping with Negatively Emotion-Laden Consumer Decisions," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 409-33, March.
- Kathryn Blackmond Laskey & Gregory W. Fischer, 1987. "Estimating Utility Functions in the Presence of Response Error," Management Science, INFORMS, vol. 33(8), pages 965-980, August.
When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:46:y:2000:i:1:p:88-103. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.