A Comparison-based Architecture for Choice

ABSTRACT Markman, Arthur Columbia University SBR-9510924 The PI has submitted this proposal under the Faculty Early Career Development Program (CAREER). He proposes ten studies on decision making. The conceptual underpinning for this research program is comparison-based architecture for choice (COBAC). The central principles of this model are predicated on the alignability of the features belonging to various choice options. Decision makers make more use of alignable than non-alignable features. Furthermore decision makers will attempt to convert the latter into the former. Some of the studies will use think-aloud and other process-tracing methodologies. The PI will also examine the importance of goals in choice behavior. Finally, a computational model will be constructed on the basis of the results of these studies. The educational plan involves the PI s participation both in the development of computer-assisted instruction and in the revision of the statistics/experimental design curricula in his home institution.