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Differential predictability of preferences and choices
Author(s) -
Lindberg Erik,
Gärling Tommy,
Montgomery Henry
Publication year - 1989
Publication title -
journal of behavioral decision making
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.136
H-Index - 76
eISSN - 1099-0771
pISSN - 0894-3257
DOI - 10.1002/bdm.3960020402
Subject(s) - predictability , heuristics , preference , task (project management) , expectancy theory , psychology , value (mathematics) , social psychology , subjective expected utility , differential (mechanical device) , cognitive psychology , expected utility hypothesis , econometrics , statistics , computer science , mathematics , economics , management , engineering , aerospace engineering , operating system
Abstract A combined multi‐attribute utility and expectancy‐value model has repeatedly been found to yield a worse fit to choices than to preference ratings. The present study investigated two possible explanations for this finding. First, people's belief‐value structures may change in the choice task as they try to find the best alternative. Second, a difficult choice task may cause the decision maker to use simplifying heuristics. In the first of two experiments, subjective belief‐value structures were measured on two occasions separated by about one week. Immediately before the second measurement, different groups of subjects performed a choice task, gave preference ratings, or performed a control task. The results did not support an interpretation of the greater difficulty of predicting choices in terms of changes in belief‐value structures. However, the notion of simplifying heuristics received support by the finding that adopting simpler versions of the original model improved the predictions of the choices. In the second experiment, beliefs were measured immediately before or after each of a series of choices or preference ratings. The results indicated that although temporary changes in beliefs may occur, they can hardly provide a full account of the differential predictability of preferences and choices.