The authors develop and test generalized versions of take-the-best (TTB) and rational (RAT) models of multiattribute paired-comparison inference. The generalized models make allowances for subjective attribute weighting, probabilistic orders of attribute inspection, and noisy decision making. A key new test involves a response-time (RT) approach. TTB predicts that RT is determined solely by the expected time required to locate the 1st discriminating attribute, whereas RAT predicts that RT is determined by the difference in summed evidence between the 2 alternatives. Critical test pairs are used that partially decouple these 2 factors. Under conditions in which ideal observer TTB and RAT strategies yield equivalent decisions, both the RT results and the estimated attribute weights suggest that the vast majority of subjects adopted the generalized TTB strategy. The RT approach is also validated in an experimental condition in which use of a RAT strategy is essentially forced upon subjects.Keywords: decision making, response times, paired-comparison inference Recent research in decision making has introduced heuristics that dramatically simplify processing while maintaining a high level of accuracy. Gigerenzer and Todd (1999) and Gigerenzer and Selten (2001) refer to these heuristics as "the adaptive toolbox." They theorize that much decision making results from an application of one or more of these simple heuristics, instead of from an application of the classically "rational" strategies that make exhaustive use of all available information. Such heuristics as recognition and take-the-best (TTB) are thought to be adaptations to natural information environments, and they constitute an alternative vision of rationality, called ecological rationality or bounded rationality (Gigerenzer & Goldstein, 1996;Gigerenzer & Selten, 2001;Goldstein & Gigerenzer, 2002;Simon, 1956).A great deal of research has been devoted to comparing the predictions from the TTB model and classically rational models of decision making. In this article, however, we suggest that the compared models make quite strong assumptions. For example, within the framework of the compared models, it is often assumed that subjects attach certain ideal observer weights to the multiple attributes that compose the alternatives and also that the underlying choice mechanisms are fully deterministic in nature. The main purpose of the present research was to consider generalized versions of the models that relax these assumptions, leading to what we view as more psychologically plausible models. Furthermore, we introduce a new response-time method for distinguishing between the predictions from the generalized models.
The TTB ModelIn making a decision about which of two alternatives is higher on some variable of interest, TTB considers the features of the alternatives in order of diagnosticity and makes a decision according to the first feature found that distinguishes between the alternatives. For example, suppose first that the presence of a professional basketb...