Abstract
Sequential sampling of evidence, or evidence accumulation, has been implemented in a variety of models to explain a range of multialternative choice phenomena. But the existing models do not agree on what, exactly, the evidence is that is accumulated. They also do not agree on how this evidence is accumulated. In this article, we use findings from process-tracing studies to constrain the evidence accumulation process. With these constraints, we extend the decision by sampling model and propose the multialternative decision by sampling (MDbS) model. In MDbS, the evidence accumulated is outcomes of pairwise ordinal comparisons between attribute values. MDbS provides a quantitative account of the attraction, compromise, and similarity effects equal to that of other models, and captures a wider range of empirical phenomena than other models.
Highlights
Background contrastCentrality Less is more Endowment Perceptual focus Phantom decoy PolarizationNote
We extend the decision by sampling model and propose the multialternative decision by sampling (MDbS) model
The attribute values in the experiment have different scales and units, the multialternative decision field theory (MDFT) and Multiattribute Linear Ballistic Accumulator (MLBA) models require attribute values to be on the same scale and unit
Summary
For completeness we have included the effect of familiarity on the attraction and compromise effects, the centrality effect, and the perceptual focus effect. The background contrast effect documents that a decision between A and B depends on whether people previously considered a decision between A= and B= or between AЉ or BЉ This effect has been attributed to people’s tendency to learn a trade-off rate (Simonson & Tversky, 1992; Tversky & Simonson, 1993). After making a decision between A= and B=, people may find the trade-off rate between A and B high and are less likely to seek additional RAM for additional price. After making a decision between AЉ and BЉ, where a trade-off is at the rate of $17.50 per KB of RAM, people may find the trade-off rate between A and B low and are likely to seek additional RAM for additional price. People are more likely to choose the computer with larger RAM and higher price, A, than the other computer, B
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