Many rational choice theories posit that rational decision makers assign subjective values to all available choice options and choose the option with highest subjective value. Choice options are usually composed of multiple attributes, e.g. healthiness and taste in dietary choice or risk and expected returns in financial choice. These attributes have to be integrated into a single subjective value. Subjective value maximizing choice requires choice consistency, i.e. consistent weighing of the choice attributes across choices. However, empirical work suggests that perfect choice consistency is often violated, for example when decision makers weigh choice attributes differently across multiple decisions. Some researchers propose to extend certain bounds of rationality or to abandon the concept of rationality as adherence to consistency principles altogether. A more conservative stance assumes that perfect consistency can be violated by decision makers in practice, but that consistency principles still can explain large parts of behavior. In a review of the recent literature, we identify factors for compromised consistency relative to baseline conditions. Broadly, we distinguish between undynamic trait factors and fluid state factors. We find evidence for an influence of age, education, intelligence, and neurological status. In contrast, choice consistency appears to be relatively robust to the influence of sex, personality traits, cognitive load, sleepiness and blood alcohol levels. We conclude, that, according to the current state of the literature, only fundamental differences in decision makers, that is, trait differences, have a significant impact on choice consistency.
Keeping a cool head at all times. What determines choice consistency?Should you order one glass of champagne, a large Stein of Bavarian beer, or rather a nonalcoholic carafe of water? Choice theory posits that decision makers assign subjective values to all choice alternatives, rank order them according to their value, and choose the alternative with the highest value. The above example illustrates that choice alternatives are often composed of multiple attributes, e.g. magnitude (one glass, one carafe, one Stein), healthiness (alcoholic vs. non-alcoholic, sugar content etc.), subjective taste (the sourness of champagne vs. the bitterness of beer), cultural value or other components. Decision theory assumes that all of these attributes are integrated into a single subjective value. Importantly, the importance of taste as well as all other attributes is subjective and differs between individuals. Hence, in many decisions, there is no single best alternative. Instead, we have to deal with trade-offs of different choice attributes: In our diet we have to weigh taste, healthiness, magnitude or other factors. In financial decisions we have to weigh risk and expected returns, as well as the time until we can realize those returns. In such situations, our decisions depend on our individual preferences -so how can we measure decision making quality or r...