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THE SEU CALCULUS: EFFECTS OF RESPONSE MODE, SEX, AND SEX ROLE ON UNCERTAIN DECISIONS *
Author(s) -
Bonoma Thomas V.,
Schlenker Barry R.
Publication year - 1978
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1978.tb01380.x
Subject(s) - dilemma , expected utility hypothesis , subjective expected utility , decision maker , framing (construction) , psychology , framing effect , probability estimation , statistics , econometrics , social psychology , mathematics , computer science , operations research , artificial intelligence , geometry , structural engineering , persuasion , engineering
Subjects were instructed on how to use simple subjective probability and utility scales, and they were asked to actively role‐play a decision maker in seven risk‐dilemma situations. Each scenario provided subjects with specific subjective expected utility (SEU) information for both a certain and uncertain decision alternative, but left out one critical SEU component. Subjects supplied either the lowest probability or the lowest utility for success that they found necessary before they would select the uncertain over the certain alternative in each dilemma. Three experiments examined: (a) the degree to which S s' estimations deviated from a pattern predicted by SEU models; (b) differences in choice patterns induced by response format variations (e.g., probability vs. utility estimation); (c) the effects of sex of S ; and (d) the effects of the sex‐role framing of the decision problems. S s generally chose in accord with SEU maximization principles and did so with decreasing deviations from theoretical values as practice over situations increased (Experiments I, II and III). Decisions were initially more conservative on items requesting probability estimates (Experiment I), but this effect washed out over situations. Sex differences were revealed (Experiments I and III), but in limited fashion. Rather, a replicable (Experiments I, II and III) sex‐by‐sex role appropriateness by response format interaction was found, in which females responded “rationally” under both probability and utility estimation conditions and under both role sets (male and female). Males, however, responded extremely conservatively under female‐framed, probability estimate conditions. S s' choices were stable over a three‐week interval (Experiment III).