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Comparing multiattribute evaluation process models
Author(s) -
Perreault Jr. William D.,
Russ Frederick A.
Publication year - 1977
Publication title -
behavioral science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.371
H-Index - 45
eISSN - 1099-1743
pISSN - 0005-7940
DOI - 10.1002/bs.3830220606
Subject(s) - lexicographical order , process (computing) , computer science , cognition , management science , task (project management) , operations research , artificial intelligence , machine learning , psychology , mathematics , engineering , economics , management , combinatorics , neuroscience , operating system
An important part of the cognitive system of any individual is the process by which alternatives are evaluated. Of particular interest is the evaluation of multiattribute alternatives. Behavioral scientists have attempted (1) to describe the cognitive processes underlying such evaluations and (2) to predict the outcomes of such evaluations. This research develops four lexicographic models of the multiattribute evaluation process. The predictive accuracy of these models is tested and they are compared with four linear evaluation process models. An experiment was designed in which a decision task – evaluating salesmen for the purpose of bestowing year end bonuses –was assigned to 66 graduate students in business. Each subject provided evaluation information on four sets of five alternative salesmen. Results showed, among other things, that linear models were not superior to lexicographic models. These results raise important questions for the modeling, prediction and prescription of multiattribute evaluation processing behavior.