Decision Strategies : Something Old, Something New, and Something Borrowed

Abstract: In this thesis, some old decision strategies are investigated and a new one that furthers our understanding of how decisions are made is introduced. Three studies are presented. In Study I and II, strategies are investigated in terms of inferences and in Study III, strategies are investigated in terms of preferences. Inferences refer to decisions regarding facts, e.g., whether a patient has a heart disease or not. Preferences refer to decision makers’ personal preferences between different choice alternatives, e.g., which flat out of many to choose. In all three studies, both non-compensatory strategies and compensatory strategies were investigated. In compensatory strategies, a high value in one attribute cannot compensate for a low value in another, while in non-compensatory strategies such compensation is possible. Results from Study I showed that both compensatory (logistic regression) and non-compensatory (fast and frugal) strategies make inferences equally well, but logistic regression strategies are more frugal (i.e., use fewer cues) than the fast and frugal strategies. Study II showed that the results were independent of the degree of expertise. The good inferential ability of both non-compensatory and compensatory strategies suggests there might be room for a strategy that can combine the strengths of the two. Study III introduces such a strategy, the Concordant-ranks (CR) strategy. Results from Study III showed that choices and attractiveness evaluations followed this new strategy. This strategy dictates a choice of an alternative with concordant ranks between attribute values and attribute weights when alternatives are about equally attractive. CR also serves as a proxy for finding the alternative with the shortest distance to an ideal. The CR strategy combines the computational simplicity of non-compensatory strategies with the superior information integration ability of compensatory strategies.