Abstract
Binary comparison operators form the basis of consumer set theory. If humans could only perform binary comparisons, the most efficient procedure a human might employ to make a complete preference ordering of n items would be a n log 2n algorithm. But, if humans are capable of assigning each item an ordinal utility value, they are capable of implementing a more efficient linear algorithm. In this paper, we consider six incentive systems for ordering three different sets of objects: pens, notebooks, and Hot Wheels. All experimental evidence indicates that humans are capable of implementing a linear algorithm, for small sets.
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