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Integrating Cognitive Process and Descriptive Models of Attitudes and Preferences

journal contribution
posted on 2023-05-18, 08:14 authored by Hawkins, GE, Marley, AAJ, Heathcote, A, Flynn, TN, Louviere, JL, Brown, SD
Discrete choice experiments—selecting the best and/or worst from a set of options—are increasingly used to provide more efficient and valid measurement of attitudes or preferences than conventional methods such as Likert scales. Discrete choice data have traditionally been analyzed with random utility models that have good measurement properties but provide limited insight into cognitive processes. We extend a well-established cognitive model, which has successfully explained both choices and response times for simple decision tasks, to complex, multi-attribute discrete choice data. The fits, and parameters, of the extended model for two sets of choice data (involving patient preferences for dermatology appointments, and consumer attitudes toward mobile phones) agree with those of standard choice models. The extended model also accounts for choice and response time data in a perceptual judgment task designed in a manner analogous to best–worst discrete choice experiments. We conclude that several research fields might benefit from discrete choice experiments, and that the particular accumulator-based models of decision making used in response time research can also provide process-level nstantiations for random utility models.

History

Publication title

Cognitive Science: A Multidisciplinary Journal of Artificial Intelligence, Linguistics, Neuroscience, Philosophy and Psychology

Volume

38

Issue

4

Pagination

701-735

ISSN

0364-0213

Publisher

Elsevier Science Inc

Place of publication

360 Park Ave South, New York, USA, Ny, 10010-1710

Rights statement

Copyright 2013 Cognitive Science Society, Inc.

Repository Status

  • Restricted

Socio-economic Objectives

Expanding knowledge in psychology

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