2005 Fiscal Year Final Research Report Summary
Modeling Congnitive Processes under Preference Reversals between Joint and Separate Evaluations.
| Project/Area Number |
16500160
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Cognitive science
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| Research Institution | Tokyo Institute of Technology |
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Principal Investigator |
YAMAGISHI Kimihiko Tokyo Institute of Technology, Graduate School of Decision Science & Technology, Associate Professor, 大学院・社会理工学研究科, 助教授 (70286136)
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| Co-Investigator(Kenkyū-buntansha) |
MUTA Hiromitsu Tokyo Institute of Technology, Graduate School of Decision Science & Technology, Professor, 大学院・社会理工学研究科, 教授 (70090925)
NAKAGAWA Masanori Tokyo Institute of Technology, Graduate School of Decision Science & Technology, Professor, 大学院・社会理工学研究科, 教授 (40155685)
MAYEKAWA Shin'ichi Tokyo Institute of Technology, Graduate School of Decision Science & Technology, Professor, 大学院・社会理工学研究科, 教授 (70190288)
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| Project Period (FY) |
2004 – 2005
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| Keywords | Decision Making / Preference Reversals / Choice / Evaluability Hypothesis |
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| Research Abstract |
This research investigated cognitive processes under preference reversals between "Separate Evaluation (SE)," wherein each multiattribute choice alternative is evaluated in isolation, and "Joint Evaluation (JE)," wherein choice alternatives are evaluated simultaneously. Previous account for this phenomenon hypothesized that decision makers pay attention to specific features of choice alternatives depending on the nature of assessment. We propose a quantitative model of such cognitive processes to represent the strengths of attention paid to particular attribute in choice alternatives. Our model detected attentional shifts between SE and JE. The change refuted the hypothesis in the original theory. In gist, simpler cognitive processes than the accepted theory could explain such preference reversals
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