A Computational Modeling Account of Preference Reversal in Multi-attribute Decision Making

摘要

In multi-attribute decision making, attribute conflict and indetermination preference of the decision maker often give rise to preference reversal, which is a marked discrepancy between the preferences derived from choice and from matching judgments, thus violating traditional decision theories. To account for such effect, a computational model of preference reversal in multi-attribute decision making is developed. The simulation results show that the model captures several consistent empirical findings.