Doctor of Philosophy, The Ohio State University, 2024, Psychology
Decision making is not instantaneous. Instead, it is a dynamic process with information collected and aggregated over time. In decisions with multiple attributes (i.e., dimensions) and multiple options, the dynamics can be reflected in the weighting of the attributes and considerations of the options. For example, when choosing whether to travel and risk getting COVID or to stay home and be safe, people who are risk averse may put more weight on safety; when recommending a restaurant for a friend, some restaurants may come more easily to mind than others. The main objective of my research is to uncover the decision processes in different choice domains. Specifically, I use dynamic choice models, combined with measures of how people search through options visually or in memory, to explain choice outcomes and decision times.
From the visual search perspective, one empirical finding is that people are more likely to choose the option that they have looked at more. Little is known about how these two distinct features of the choice process interact. I proposed a computational model to account for attentional towards both options and attributes. I then used five eye-tracking datasets (two- alternative, two-attribute preferential tasks) from different choice domains to test the model. I found very stable option-level and attribute-level attentional discount factors across datasets, though non-fixated options are consistently discounted more than non-fixated attributes. Additionally, I found that people generally discount the non-fixated attribute of the non-fixated option in a multiplicative way, and so that feature is consistently discounted the most. Finally, I also found that gaze allocation reflects attribute weights, with more gaze to higher-weighted attributes. In summary, this work uncovers an intricate interplay between attribute weights, gaze processes, and preferential choice.
From the memory search perspective, I investigated how category fluency (i.e., how e (open full item for complete abstract)
Committee: Duane Wegener (Committee Chair); Jason Coronel (Committee Member); Roger Ratcliff (Committee Member); Ian Krajbich (Advisor)
Subjects: Psychology