Decision Under Conflict: The Impact of Task Goals, Prior Beliefs, and Attribute Substitutability

大多数困难的决策需要在不能同时最大化的竞争目标之间进行权衡。 本研究探讨了知觉任务目标的变化如何导致决策相对权重的变化。 本研究将检验最近提出的任务目标假说。 根据这一假设，任务的目标是区分的替代品导致更大的权重的最重要的目标比任务的目标是等同的替代品。 建议的研究有重要的影响，决策制定的理论和方法的测量偏好的决策分析，市场营销和公共政策。

Most difficult decisions require tradeoffs among competing objectives that cannot be maximized simultaneously. This research investigates how changes in perceived task goals lead to changes in the relative weighting of decisions. This research will test the recently proposed task-goal hypothesis. According to this hypothesis, tasks whose goal is to differentiate among alternatives lead to greater weighing of the most important objectives than tasks whose goal is to equate alternatives. The proposed research has important implications both for theories of decision making and for methods of measuring preferences in decision analysis, marketing and public policy.