Modeling Congnitive Processes under Preference Reversals between Joint and Separate Evaluations.

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This research investigated cognitive processes under preference reversals between "Separate Evaluation (SE)," wherein each multiattribute choice alternative is evaluated in isolation, and "Joint Evaluation (JE)," wherein choice alternatives are evaluated simultaneously. Previous account for this phenomenon hypothesized that decision makers pay attention to specific features of choice alternatives depending on the nature of assessment. We propose a quantitative model of such cognitive processes to represent the strengths of attention paid to particular attribute in choice alternatives. Our model detected attentional shifts between SE and JE. The change refuted the hypothesis in the original theory. In gist, simpler cognitive processes than the accepted theory could explain such preference reversals