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Neuroscience experiment applied to investigate decision-maker behavior in the tradeoff elicitation procedure

Author

Listed:
  • Lucia Reis Peixoto Roselli

    (Universidade Federal de Pernambuco)

  • Leydiana de Sousa Pereira

    (Universidade Federal de Pernambuco)

  • Anderson Lucas Carneiro de Lima Silva

    (Universidade Federal de Pernambuco)

  • Adiel Teixeira Almeida

    (Universidade Federal de Pernambuco)

  • Danielle Costa Morais

    (Universidade Federal de Pernambuco)

  • Ana Paula Cabral Seixas Costa

    (Universidade Federal de Pernambuco)

Abstract

The Tradeoff Elicitation Procedure is a Multi-Criteria Decision Making/Aiding method which is responsible for eliciting scaling constants and presents a robust axiomatic structure. As to its axiomatic structure, this procedure requires the decision-maker to identify the exact indifference point which induces a large number of inconsistencies in the process. In order to evaluate Decision Maker behavior in the Tradeoff elicitation and explore inconsistency in this process, a Neuroscience experiment was conducted using neuro tools, such as an Eye Tracking and an Electroencephalography (EEG). The experiment was applied in a sample of 52 management engineering students. After the data were collected, analyses were developed in order to suggest decision-makers’ behavior in the steps of this procedure. In summary, the responses of the pupils are increased during the process indicating a cognitive effort, and EEG data confirmed this result considering frontal alpha asymmetry and theta power in the frontal electrodes as variables for analysis.

Suggested Citation

  • Lucia Reis Peixoto Roselli & Leydiana de Sousa Pereira & Anderson Lucas Carneiro de Lima Silva & Adiel Teixeira Almeida & Danielle Costa Morais & Ana Paula Cabral Seixas Costa, 2020. "Neuroscience experiment applied to investigate decision-maker behavior in the tradeoff elicitation procedure," Annals of Operations Research, Springer, vol. 289(1), pages 67-84, June.
    • Handle: RePEc:spr:annopr:v:289:y:2020:i:1:d:10.1007_s10479-019-03394-w
    DOI: 10.1007/s10479-019-03394-w
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